Why Canada’s Marketing Talent Is Flocking to Cannabis Brands

'Green rush' lures creatives from tobacco, alcohol and even pharma

Rare is the chance to create something utterly new in the Canadian market, so when the federal government declared that on Oct. 17, 2018, the recreational use of cannabis would become legal, it was as though it had announced the start date for the birth of a new industry. And the pull has been gravitational. Senior marketing talent from sectors like alcohol, CPG and advertising agencies have joined the green rush.

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This story first appeared in the May 27, 2019, issue of Adweek magazine. Click here to subscribe.

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