Sr. Comms Event - Smoke and Mirrors: Marketing Cannabis with Credibility

The upcoming legalization of cannabis has made way for a new industry poised for unprecedented growth — one that will also be heavily regulated. How does corporate social responsibility play into something that, until now, has not only been illegal, but even demonized? What are the challenges of branding a product in search of credibility? How will the marketing and communication of cannabis take shape?

Join us for an IABC Ottawa Senior Communicators Luncheon with our expert facilitator Dr. Terry Lake, Former British Columbia Environment and Health Minister and Vice President of Corporate and Social Responsibility for Gatineau-based Hexo Corporation (formerly Hydropothecary) – the largest supplier of legal cannabis in Quebec on the way to becoming a major employer in the national capital region.

AGENDA

11:45-12:10 Arrival/networking

12:10-12:15 Sit down/Lunch

12:25-12:40 Terry speaks

12:40-1:15 Discussion

1:15-1:30 Wrap up/leave

BIO

Dr. Terry Lake brings sixteen years of political experience and a dedication to best practice in public health policy to his role as Vice-President of Corporate and Social Responsibility for Hexo. During his tenure as a member of the British Columbia legislature (2009-2017), Terry served as Minister of the Environment and Minister of Health, where he was responsible for a $18 billion health budget. He also managed the implementation of the province’s public health response to the fentanyl opioid crisis, earning him the Canadian Public Health Association’s National Public Health Hero Award in May 2017, and the Provincial Public Health Officers’ Award of Excellence in Public Health. He is a past mayor of Kamloops, BC, a veterinarian and former animal health instructor at Thompson Rivers University.

As Vice-President of Corporate and Social Responsibility, Terry provides guidance and advice to ensure corporate policies and strategies uphold Hexo’s reputation as a good corporate citizen in all areas, including public health and environmental sustainability.

ABOUT SENIOR COMMUNICATOR EVENTS
The IABC senior communicators series are events tailored for more seasoned members who have worked 10 or more years at a senior level. These events are facilitated discussions with 12-15 senior communicators. The guest speaker/facilitator is an expert on the topic who will give a 10-15 minute informal talk to set the direction, establish credibility and get ideas started for a discussion.