About

The Samuel Group of Companies guides leaders and organizations across sectors, addressing future challenges and opportunities for growth, sustainability, and prosperity.

Our Culture

At the Samuel Group, we hold the belief that Innovative Excellence™ defines our actions and forms the foundation of our corporate Culture. We aim to lead our industry by constantly seeking innovative methods to provide outstanding services and solutions to our clients.

Our Culture is built on continuous improvement, where all team members are empowered to share their ideas and insights. We embrace the notion that innovation can emerge from any individual, regardless of their position or rank, and we cherish diverse thoughts and perspectives.

Our Corporate Values

Vision

Influencing Canada’s tomorrow by Inspiring its
Leaders of today.

Mission

To help our Clients reach their full potential through real and demonstrated results.

Values

Applying integrity, ethical conduct, and innovative excellence in all our activities.

Our Identity

The Samuel Group’s iconic blue square and torch emblem symbolizes our commitment to clarity, wisdom, and forward-thinking.  

The Blue Square represents stability, depth, and trust, fundamental values of our organization. The Torch, a beacon of light, represents our drive to illuminate the path to progress, igniting novel ideas and creating transformative solutions. Conjoined, they embody the Samuel Group’s commitment to unswerving service and Innovative Excellence.

The Samuel Group’s motto Innovative Excellence™️ encapsulates our core belief that continuous Innovation, and the relentless pursuit of Excellence are the two keys to Success. It exemplifies our commitment to maintaining a forward-thinking approach, while providing the highest quality of services and solutions to our clients, partners, and stakeholders. Our aim also reminds us to continually push boundaries, redefine standards, and exceed expectations.

About Us

The Samuel Group advises Leaders and Organizations in navigating Private and Public sector over the horizon issues, and opportunity development to prepare them for future business growth, sustainability and prosperity.

Our Brochure

Vision

Influencing Canada’s tomorrow by Inspiring its Leaders of today.

Mission

To help our Clients reach their full potential through
real and demonstrated results.

Values

Applying integrity, ethical conduct, and innovative excellence in all our activities.

Our Story

Est. 2014

Goran Samuel PesicfoundsSamuel Associates  a private advisory firm providing strategic business-to-government advice and support to a select Canadian and international clientele.

2015

Samuel Associates Inc. is federally incorporated, permitting the firm to operate across Canada from its headquarters in Gatineau, Quebec.
Samuel Associates specializes in working with Canadian enterprises in the defence, security, information management and dual-use technology sectors.

2016

2017

Samuel Associates expands to work with the UK and European companies seeking strategic opportunities with the Government of Canada and expanding its specialization in defence, aerospace, national security and cybersecurity federal government procurement.
Samuel Associates continues its expansion and works with company clients from the United States and Europe.

2018

2019

Samuel Associates moves its headquarters from Gatineau, Quebec to Ottawa, Ontario to be closer to federal government departments and agencies.
Samuel Associates expands its business operations to include offices in Fredericton, New Brunswick and Halifax, Nova Scotia and expands client work to the Middle East and United Arab Emirates markets.

2020

Founder Goran Samuel Pesic launches Samuel Technologies a company offering enterprise services in global technology sales, intellectual property transfers, mergers and acquisitions, and digital solutions.
Samuel Group Inc. is established as a holding company and assumes ownership of Samuel Associates Inc. and Samuel Technologies Inc.
The Policy Insights Forum (PIF) is created as a non-partisan Canadian Think Tank focusing on strategic over-the-horizon public policy issues through independent research, analysis and engagement.
The PIF establishes the Honourary Fellowship Company Program.

2021

Samuel Associates expands its business operations to Toronto, Ontario, and Montreal, Quebec, and broadens its expertise in the aerospace and space, autonomous systems, artificial intelligence, health sciences and marine and naval systems industries.

The Policy Insights Forum (PIF) is federally incorporated as a registered independent not-for-profit non-governmental organization (NGO) and becomes a Member of the Samuel Group of Companies.
Founder Goran Samuel Pesic launches Samuel People Inc., a company that offers strategic human resources solutions and services, including training and professional development for leaders in executive roles across public and private sectors. Samuel People becomes a Member of the Samuel Group of Companies.

Samuel Associates expands its overseas presence and opens its Brussels Bureau to support clients and enable them business entry into the NATO and EU marketplaces, and conversely European-based clients greater access to Canadian and American markets.

2022

2023

The Samuel Group of Companies trademarks a new Group-wide tagline "Innovative Excellence." Additionally, the Group launches a new corporate branding strategy aimed at unifying all four companies under a common branded and trademarked logo. The strategy also includes a new Samuel Group website, a Group brochure, and a Group Corporate video elaborating on each Member Company's service offering and unique value proposition.
Samuel People, establishes the Samuel Institute, a non-governmental organization that delivers customized leadership training, educational courses, and employee engagement programs for public and private sector organizations.
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The PIF trademarks a new tagline "Engaging Canada's Best Minds".

2024

The Samuel Group introduced a new Group-wide tagline, “Samuel Advantage,” reflecting the Group’s commitment to providing clients with unparalleled access and expertise across its member companies.

Additionally, the Policy Insights Forum trademarked “Industrial Defense Diplomacy” as a tagline, highlighting its efforts to engage stakeholders in both the public and private sectors on matters of defence policy and industrial capabilities.
Group CEO Goran Samuel Pesic announced the Samuel Group D.C. Office to open later this Fall to serve as the U.S. branch of the Samuel Group, dedicated to enhancing US-Canada commercial and defence relations.

Similarly, Samuel Ventures will be launched later this Fall, which will serve as the strategic investment division within the Samuel Group, aimed at promoting innovation and growth in emerging technologies and industries.