It was only a matter of time before someone launched a cannabis-focused advertising agenc,y and who better to do it than Snoop Dogg and Ted Chung, who are leveraging their existing cannabis culture digital platform Merry Jane. The opportunity in cannabis and CBD is obvious, but navigating the nuances of legislation and cultural norms could represent the difference between success or failure in the Wild West mentality of the booming but nascent category.
According to Ryan Archibald, co-founder and President, “No other cannabis agency offers this combination of footprint and experience. Our team has spent a decade successfully connecting a subculture with the mainstream, bringing unprecedented levels of access, knowledge and expertise to the table.”
Gram by Gram is a stand-alone agency headquartered in Toronto with US operations based out of Los Angeles, and offices in Mexico City and London with goals of global expansion. This cannabis-specific ad and branding agency aims to build weed brands and help mainstream marketers tap into the cannabis market.
The agency has already landed a heavyweight client, Canopy Growth, servicing its $11 billion portfolio of brands, which include Tweed and Leafs by Snoop, as well as working on new brand launches.
The launch of Gram by Gram is well timed, with both consumers and companies rapidly entering the category as legalization accelerates globally. Canada legalized adult-use cannabis nationwide in 2018, and in the US, cannabis is legal for medical use in 33 states and for recreational adult use in 10 states. In Mexico, private, personal use of recreational marijuana in amounts 5 grams or less has been decriminalized, with a bill outlining broader legalization on the docket this year. Spending on legal cannabis is expected to hit $57 billion by 2027, according to Arcview Market Research and BDS Analytics.
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Photo: via Gram by Gram