Cannabis companies looking to work with celebrities to raise brand awareness should prize authenticity and community engagement above all else, delegates at Prohibition Live have heard.

The Parent Company CEO Steve Allan – whose firm boasts Jay-Z as chief visionary officer and Carlos Santana’s Mirayo cannabis brand within its stable – insisted it’s not enough to hire a celebrity and hope for the best.

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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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