Emerald Health Therapeutics has appointed DDB Canada as its first AOR following a competitive review involving 12 agencies from Vancouver and Toronto.
DDB Canada Vancouver and its specialist units —Twice, TRACKDDB, DDB Public Relations, TracyLocke Canada and Tribal Worldwide — will launch various brand initiatives both domestically and globally to raise awareness for the producer and distributor of medical cannabis.
DDB Canada plans to serve as a "brand steward" as the company scales its offerings to meet the demand for a new, legalized recreational cannabis market, following adult-use legalization across Canada slated for summer 2018.
"We look forward to working hand-in-hand with its key decision makers to build this brand, while adapting and pivoting when needed as regulations in the industry evolve," says Patty Jones, executive vice president, managing director, DDB Canada Vancouver.
The search was managed by Reynolds & Fyshe.