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Even as I summarize this news, I can see the potential for various kinds of carping from ad men or illustrators who don’t want their oxen gored. “Sigh, this is just business as usual.” Like hell it is: under the Conservatives the finance department used plain covers or inexpensive stock photos for the budget. This is exclusively Liberal tomfoolery.

This is exclusively Liberal tomfoolery

“Okay, but the cost is perfectly reasonable for what we got!” Two hundred thou for one document, huh? Try that one out on a newspaper art director. Try it out on anyone who ever worked for a magazine, particularly one with newsstand sales that actually depended on a fancy cover.

Maybe you’re thinking, “Even if it’s a bit ridiculous, it’s ONLY $200,000 against a background of billions.” But is it? To me this is the most intriguing part of all. Blacklock’s quotes an e-mail (“It’s fresh. I love where this is going”) from someone who has the title “senior marketing advisor for the finance department”.

Am I the only one left asking, “Why the hell does the federal finance department need a marketing advisor?” The “senior” part denotes a six-figure salary, none of which is included in the cheque that was written to the nice creatives at McCann. Is the finance department a business whose revenues depend on effective advertising? Does Canada’s federal government have several finance departments contending with each other for market share?

Why the hell does the federal finance department need a marketing advisor?

Someone with a job title in “marketing” might make sense at a department like Global Affairs, which does a lot of traditional straight-up selling of Canadian products to the outside world. It may even make some sense at the Canada Revenue Agency, which is in the position of offering a service, involving different forms and modalities and commercial applications, directly to the public. But why does the work of finance need to be marketed to Canadians? Do we have a choice not to deal with finance? Do they care whether we are keen on them?