* SOLD OUT * What Marketers & Brand Builders Can Learn From the Legalization Of Cannabis

December 17th, 2018

This event is now sold out!

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The legalization of cannabis on October 17th ushered in a new era for Canadians, as a whole, and also, more specifically for the marketing community in this country.

Not since the mainstream introduction of mobile/cell phones, back in the mid to late 90’s, has there been the instantaneous creation of a brand new retail/service category within this country. But, unlike the situation from over two decades ago, the legalization of cannabis came with many more restrictions… and, understandably, for all the right reasons. For marketers and retailers, though, working within the tight constraints of the government has proved to be a tall order.

As a result of these legislative and societal challenges, marketers are going to (and have started to) work both harder and smarter. Those involved in the marketing of marijuana have had to adapt on the fly, be able to develop strategies that take into account both current AND future states of a brand (in an unknown category), and have the ability to bring the tactics to market faster than ever before.

For those that lavish strategic and creative problem solving, this will be the golden age (albeit with a greenish tinge) of branding. After all, with a generic product and near-identical pricing, branding is going to be the key to success. As a result, it could be argued that the marketing of marijuana may be responsible for the renaissance of brand positioning and B2C marketing, as a whole. While this may currently be a characteristic of those working within the cannabis sector, it’s soon going to be standard fare for the modern marketer, regardless of the category.

So join us on December 17th–two months to the day since cannabis was legalized in Canada–to hear lessons learned, insights uncovered, and successes achieved by the pioneers of this new marketing frontier.





Our ‘Marketing Marijuana’ Thought Leaders

We are pleased to introduce you to the participants in our Dec17th Thought Leadership event. Collectively, this diverse and highly knowledgeable group of thought leaders represent some of country’s most qualified specialists when it comes to the marketing and branding of cannabis.



Insights West

Steve Mossop
Insights West


Steve Mossop is President of Insights West, a progressive, full-service marketing research company. He is also a frequent public speaker and on-air guest throughout British Columbia.

Steve’s accomplishments include launching Insights West to be the fastest-growing BC market research company in the past four years, winning BCAMA’s 2001 Marketer of the Year Award, and winning Business in Vancouver’s “Top 40 Under 40” award in 2006.



BC Liquor

Michael Tan
Executive Director, Cannabis Operations
BC Liquor Distribution Branch


Michael Tan is an Executive Director at the B.C. Liquor Distribution Branch and has been leading the province’s cannabis operation from development to launch since March 2018. His extensive retail and supply chain experience at icons such as Hudson’s Bay, Saks 5th Avenue, Lord and Taylor, and Indigo Books / Chapters.

Aiming to achieve the highest levels of social responsibility in each channel being built, he is equally driven on building a cultural foundation of customer engagement and community involvement. Michael holds an MBA from the Ivey School of Business.



Scot Keith
Founder, CEO
123w (One Two Three West)


Scot has over 26 years of marketing, advertising and design experience, leading brands and agencies in both Toronto and Vancouver. As one of the co-founder’s and CEO of 123w in Vancouver, Scot has helped create one of the most unique and talked about marketing strategy, design and advertising agencies in the world.

123w was the creator of Hockey Canada’s “Relax, it’s just a game” campaign to combat bad parent behaviour at the rink. It was one of the most awarded and iconic campaigns in Canadian advertising history. The campaign caused a media sensation and was also featured on Oprah.



Emilie Feil-Fraser
Gowling WLG


Emilie Feil-Fraser is an associate lawyer in Gowling WLG’s Vancouver office. She practices in the firm’s Intellectual Property Group, with a focus on contentious disputes and litigation in all areas of intellectual property, including trademarks, patents, copyright, anti-counterfeiting and protection of trade secrets. She is also specializes in the area of cannabis marketing.

Emilie regularly appears in Federal Court and the British Columbia Supreme Court and has expertise with respect to procedure in both courts.



Tracy MacRae
Vice President, Marketing


Tracy brings over twenty years experience in the marketing and advertising industry having worked for some of Canada’s largest and most successful brands including Cossette Communications, McDonald’s Restaurants of Canada, TELUS, and Boston Pizza International. She has also been a small business owner, which rounds out her experience from the “stockroom to the boardroom.”

Tracy is passionate about creating fully-integrated brands through careful data analysis and strategic insights to create a unique and ownable customer experience




Event Details

Date: December 17th, 2018

Time: 5:00pm - 8:00pm

Place: Vancouver Club

Type: Panel Discussion

5:00pm – 5:30pm: Registration + snacks
5:30pm – 6:30pm: Presentations
6:40pm – 7:20pm: Panel discussion + Q&A


Reminder: The Vancouver Club maintains a dress code and mobile phone usage policy.

Dress Code: Business or Smart Casual attire.

Cell Phone Silence Policy: Use of cell phones, tablets and laptops are restricted to the designated event room or private phone booth area of the club. However, you may use your devices for social media purposes.