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.

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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.

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...