"With dozens of states legalizing medical and adult use of cannabis by 2018, building a communications infrastructure to properly tell the Solis Tek story to both buyers of our products and services as well as the investment community has never been of greater importance," said Dennis G. Forchic, chief executive officer of Solis Tek.
"As one of the only pure-play, vertically integrated companies providing products and services to the cannabis industry, there is a tremendous opportunity to tell their seemingly untold story," said Lewis Goldberg, managing partner of KCSA Strategic Communications. "The cannabis sector is growing rapidly and not many companies have thought through their communications strategy."
The consortium will work on an integrated campaign that includes research, creative, social, media strategy, as well as partnerships. There will be specific outreach to select demographics, including multicultural teens, LGBT and "rural at-risk youth."
Previous creative messaging has won accolades through its shock-and-awe tactics to encourage today's youth to avoid tobacco products.
Last March, FCB New York extended its "The Real Cost" campaign with the "Little Lungs" PSA that tells the story of "a pair of lungs that smoked as a teen and never grew to normal size" on a series of misadventures that always end with Little Lungs facing unexpected misfortune.
The agency will handle creative, digital, media planning and buying, strategy and analytics. First work will launch later this year, leading up to the 2017 holiday season.
Tile's previous performance media and direct response marketing was handled by DuMont Project. Going forward, Tile will maintain a working relationship with DuMont Project.
"We are thrilled to be working with Deutsch," said Simon Fleming-Wood, chief marketing officer at Tile. "While we're locating more than two million items every day, we're also building a global community of people helping each other find the things that matter to them."
"Madras really understands our business, and they're completely on track with where we're going and how we differentiate in the market," said Christopher Tama, senior vice president of global marketing at Patheon. "They're able to go so far beyond advertising as usual. Together we can communicate the leadership role Patheon is playing in simplifying the pharmaceutical supply chain and transforming the industry."
"I get to work on a brand that actually makes the world a better place... a healthier place," said said Bill Davaris, chief creative officer of Madras. "What Patheon does actually matters. They take on pharma's greatest challenges, and solve what can't be solved with an understanding of the people, families and communities who are anxiously waiting for these treatments on the other side."
Over the next five years, Iron Hill will open new restaurants in the greater Philadelphia market as well as several cities along the East Coast.
New work will launch in the second quarter of 2017.