CMAcannabis Morning Event Series


December 5, 2019
8:00 a.m. – 11:30 a.m.

Early Bird Pricing
Ends November 14, 2019

Members: $99 (Reg. $139)
Non-Members: $199 (Reg. $239)

Artscape Sandbox
301 Adelaide St. West
Toronto, Ontario
M5V 2E8
View Map


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CMAcannabis is an industry event. You must be 19+ to attend.


The ABER Group    Ayima   CNW     Cleansheets Communications

MDInbox Marketer a Trendline Company     kaiser lachance    NabsTriangles



CMAcannabis will:

  • explore how marketers can be innovative while still complying with the highly restrictive regulations around cannabis promotion, 
  • provide analytics and advice about customers and potential customers, and
  • provide valuable insights for marketers who are thinking of moving into this sector and for new cannabis start-ups.



Agenda & Speakers

8:00 AM
Breakfast and Networking
8:20 AM
Opening Remarks
8:25 AM
Digging Deep on Drivers of Choice in Cannabis Formats

Margaret McKellar
Vice President of Brand Strategy



While we tend to focus on rational reasons for choice, the more powerful drivers are deeply social and emotional - and yet these are often the hardest to surface. As we enter Cannabis 2.0 and a world of new formats, including edibles, beverages, and topicals, understanding the demand landscape of these formats is essential to creating a portfolio strategy and defined roles for them in a meaningful way for consumers.

This session decodes the underlying drivers of behaviour in the alternative cannabis format landscape.

9:05 AM
What comes next for Cannabis marketing in Canada

Jim Davis
Head of Sales

Joe Peters
VP, Strategy



Fast forward one year from legalization and cannabis variants like edibles, drinks and vapes will be available to purchase and consume..

Learn what the latest research means for cannabis marketers and find out how you can best use digital techniques to make the most of this new market while complying with rules and regulations

Key Takeaways

  • Discover how people search for different forms of cannabis such as craft cannabis and edibles.
  • Identify buyer habits and behaviours.
  • Understand the intricacies of digital so you can unearth new audiences, get more insights, and measure the results of your online campaigns

Meet Jim Davis
Jim Davis is a media and marketing leader with an extensive background in the advertising and technology industry. Jim is currently heading up the cannabis division at MiQ, spearheading strategic partnerships and programmatic media activations for Canadian marketers and publishers.

As head of sales, Jim oversees key relationships with a number of agencies and brands, driving the integration and development of MiQ’s proprietary analytics platforms and media solutions. Jim has 20 years of digital media experience in the Canadian market, previously working at companies such as; Yahoo Canada, Snap Inc. and Torstar Digital.

Meet Joe Peters
Joe Peters is Vice President of strategy at MiQ Digital Canada. In this role, he spearheads the growing Canadian strategy team, while providing direction, leadership and oversight to the market as a whole. He aligns organizational objectives and priorities with long-term business initiatives, working directly with clients (brands and agencies) to understand how they realize value.

Joe is a seasoned leader in the digital advertising industry - with knowledge and skill sets stemming across Digital Strategy, Data Enablement through AI, Brand Safety, Programmatic, Analytics and Multi Market expansion. Joe’s previous experience includes working across media and technology brands AOL, Rocket Fuel and Sizmek in a variety of management positions collaborating with clients across EMEA and APAC.

9:45 AM
Networking Break
10:00 AM
Pat Pellegrini
President and CEO

The future of cannabis is exciting and unpredictable. Where such unpredictability exists, insights on consumer behavior and opinions provide a glimpse into the future. Health and wellness brands across many categories — from food and beverage to beauty and pharmaceuticals — are developing cannabis infused products

This session will explore:

  • Consumer attitudes and behaviours around usage.
  • How the profile of recreational users differs from health and wellness users
  • The types of products or services consumers they looking for
  • How can brands change brand perception.
  • Factors that influence purchase decisions
  • The impact of cannabis on the use of other products.
  • Role of medical industry in the uptake of cannabis.
  • Media sources that consumers go to for cannabis information
  • How the market could be segmented

10:40 AM
Insights on the Cannabis Act

The CMA Working Group on Cannabis has developed a Permitted Activities Marketing Guide to help marketers understand and work effectively within the Cannabis Act, and has been meeting with Health Canada to clarify various aspects of the rules. Engage with industry leaders and get an in-depth perspective on what we’ve learned.

11:20 AM
Closing Remarks & Networking