Samuel Group Goes to Washington, D.C.
Expanding Canada-U.S. Business Relations
BY JAMES CARELESS
The Samuel Group‘s expansion into Washington, D.C., represents a pivotal step in enhancing Canada-U.S. business and defence relations. The firm’s location in the Ronald Reagan Building, strategically situated between the Canadian Embassy and Capitol Hill and merely a short walk from the White House, places it at the heart of political and economic activity in the U.S. capital.
“Being right in the middle of the action is critical for us. It enhances our ability to directly engage with key policymakers and stakeholders involved in U.S. and Canadian relations,” said Goran Samuel Pesic, President and CEO of Samuel Group D.C., emphasizing the significance of their location and engagement in the U.S. market.
THE RIGHT FIRM, IN THE RIGHT PLACE,
AT THE RIGHT TIME
The opening of the Samuel Group’s D.C. office last year could not have been more timely. With the shifting political and economic landscapes, Canadian firms require strong representation and strategic positioning to mitigate risks and seize opportunities.
“Donald Trump’s inauguration signalled a significant shift in U.S. policies and priorities, including the potential implementation of 25% tariffs on Canada,” Pesic told CDR. “Such a move underscores the importance of maintaining a proactive presence in Washington to protect Canadian business interests.”
As Washington undergoes political realignments, Samuel Group D.C. remains at the forefront of business advocacy, engaging with U.S. and Canadian decision-makers. By fostering a strong working relationship with the Canadian Embassy, Samuel Group D.C. enhances the strategic alignment between Canadian and U.S. defence interests and trade priorities. Their on-the-ground presence in Washington, D.C., ensures that clients receive real-time intelligence, direct advocacy, and expert guidance that remote consultants cannot provide.
A DEDICATED TEAM
“With decades of experience, our senior associates at Samuel Group D.C. have held leadership positions in the United States military across Europe, Asia, and the Middle East,” says Pesic. “They bring a comprehensive understanding of the complexities of U.S. federal government operations, procurement practices, and defence strategy. This expertise uniquely equips our team to assist our clients in navigating the intricate legal, policy, and regulatory landscapes they may encounter. It also facilitates interactions with key organizations such as the U.S. Department of Defense (DoD) and the Department of Homeland Security, among others. As a team, our role is to cut through red tape and eliminate bottlenecks for our clients,” said Pesic.
“Our team in Washington, D.C. consists of former senior military leaders, government executives, and industry experts, each contributing extensive knowledge from all branches of the U.S. military and the U.S. administration,” Pesic explains.
“Our senior associates also have impressive backgrounds, including leadership roles in the Pentagon, significant contributions to establishing the U.S. Space Force, and specialized expertise in DoD and Congressional affairs. Pesic adds, “Our proximity to the Canadian Embassy enables us to collaborate with clients in a unified ‘Team Canada’ approach to help them achieve their business goals in D.C.”
SUPPORTING ENTRY & GROWTH
IN THE U.S. DEFENCE MARKET
Samuel Group D.C. focuses on U.S. market entry and growth strategies for defence and technology companies. “One of our missions is to support Canadian, European, and other international companies in accessing the U.S. defence market through strategic partnerships, joint ventures, and supply chain integration,” explains Pesic.
The firm helps businesses expand their U.S. and global presence by providing strategic guidance on market entry, foreign defence procurement, and regulatory compliance. Their expertise ensures that clients align with key U.S. frameworks, such as the Defense Production Sharing Agreement (DPSA), International Traffic in Arms Regulations (ITAR), Export Administration Regulations (EAR), and the Committee on Foreign Investment in the United States (CFIUS).
In addition to regulatory support, the Samuel Group D.C. team advises on the U.S. Foreign Military Sales (FMS) process, collaborates with allied partner nations, and assists in structuring procurement pathways. The firm also coordinates high-level engagements by hosting foreign delegations in Washington, D.C., for meetings with U.S. government officials—thereby strengthening defence and trade relations and procurement opportunities.
POSITIONING CANADIAN COMPANIES
FOR SUCCESS
Samuel Group D.C. is distinctly positioned to promote the interests of Canadian companies in the fiercely competitive U.S. market. “Our detailed understanding of Ottawa’s policymaking ecosystem and our senior-level connections with the U.S. administration and Congress provide us with the essential insights to facilitate meaningful engagement for our clients,” Pesic concluded.
As Canada and the U.S. face evolving economic and security challenges, Samuel Group D.C. continues to lead in promoting cross-border industrial partnerships, defence collaboration, and national security interests. Through proactive advocacy, strategic counsel, and market expertise, the firm ensures that its clients not only participate but also influence the future of the North American defence industrial base.
James Careless is CDR’s Ottawa Bureau Chief
