• by Larissa Faw , October 14, 2015

Legal weed sales are projected to reach $8 billion by 2018 and private equity firm Greenfield Capital Partners is hoping to capitalize on this burgeoning industry by investing in cannabis-centric companies.

Now, Greenfield Capital is naming Immortology as its first-ever advertising agency of record to help attract investors. First up, Immortology will develop a brand identity as well as create a website and marketing collateral. 

The strategy will target domestic and international high-wealth investors and investment managers, via print, online and direct mail. Budget is undisclosed.  

Greenfield Capital Partners invests across the cannabis ecosystem with an emphasis on infrastructure providers within the industry. The Maryland-based firm has just completed its first portfolio company investment of $5 million into Bio Track THC, a Fort Lauderdale-based company that provides cutting edge seed-to-sale tracking technology for the legal cannabis industry. BioTrack THC currently has over 1,300 customers in 23 states and 3 countries. 

“Greenfield Capital seeks great business models that can be scaled to propel growth," says Kevin Gibbs, Greenfield’s COO. "Our investment strategy is focused on sectors of the market that are the infrastructure upon which the wide scale expansion of the legalized cannabis industry will be built. Immortology impressed us with their ability to research an industry and use that research to help their clients differentiate themselves from their competitors.” 

Immortology landed the account after a three-week "credentials" review which meant the agency didn't have to develop specific creative in order to win the business. The first work will debut later this fall.