Celebrity endorsements do not work for cannabis brands thanks to tight advertising restrictions, a lack of authenticity, and an identity crisis in the industry as a whole, delegates at ICBC have been told.

Speaking in Berlin last week, New Holland Group founder and president Jamie Pearson said having a celebrity endorse a product is no guarantee of success in an advertising environment in which a brand is unable to harness their social media followers. It is also no substitute for a quality product, she said.

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Prior to launching Cannabiz, Martin was co-founder and CEO of Asia-Pac’s leading B2B media and marketing information brand Mumbrella, overseeing its sale to Diversified Communications in 2017. A journalist...

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