GroupM, the media investment arm of WPP, has introduced its Government Practice in Canada, a strategic initiative focusing on delivering excellence in government communication.

The Government Practice, the third new specialized division launched by GroupM Canada this year, follows launches of GroupM Sports & Live and GroupM Motion Entertainment.

The new division employs advertising expertise from GroupM’s media agencies EssenceMediacom, Wavemaker and Mindshare to benefit government clients. It is led by Monique Brosseau, president of GroupM Quebec, whose Montreal-based team will lead the operation.

Kevin Johnson, CEO of GroupM Canada says, “Over the last several years, GroupM agencies have formed valuable partnerships with government agencies, entities, and ministries at all levels. Our focus is on providing government clients with the ability to reach all Canadians, which isn’t just broad reach, but highly intelligent and targeted outreach to distinct audiences across the country.”

GroupM Canada says the new Government Practice is aligned with the company’s Responsible Investment Framework and its mission statement to “be responsible for the next era of media where advertising works better for people.”

The announcement comes on the heels of last week’s revelation that GroupM North American CEO Kirk MacDonald is exiting his role, with Adam Gerhart, CEO of Mindshare, set to lead the company in the interim.