Independent media agency Crossmedia Inc. has created a new division to address the specialized needs of businesses within nascent industries such as the legal cannabis market, the developing direct-to-consumer (DTC) channel, and all companies that fully embrace growth as a strategic imperative for transformation.
Called XM Grows, it is a collaboration between Crossmedia, Dirt Worldwide, and Nacci. It combines agile, data-driven, cross-channel communications planning with outcome-based media activation driven by best in class attribution solutions.
XM Grows kicked off operations by forming a specialized unit targeted exclusively to cannabis marketers. Providing marketing, consulting, and creative services specifically for companies in the budding North American cannabis industry, XM Grow's Elevate is a first of its kind consultancy.
To address the dearth of data on consumer attitudes about cannabis, Crossmedia authorized Elevate to invest in exclusive research in partnership with YouGov, a global public opinion and data company. This survey-based research uncovered a wealth of both broad and highly granular information about current perceptions of cannabis in the US, Asghar said. "Marketers need fresh, relevant data to make decisions. It's that simple," he added.
The Elevate page on the Crossmedia website also offers six essential tips for cannabis marketers.
About Crossmedia
Crossmedia, Inc. is an independent minority-owned New York City-based communications planning and media services agency. In addition to its Manhattan headquarters, it maintains offices in Philadelphia and Los Angeles. The agency is aligned with the global Crossmedia family of brands. It works collaboratively with an owner-managed Crossmedia agency in Germany, Crossmedia GmbH, which has offices in Düsseldorf, Hamburg, and Berlin. Crossmedia Inc. and Crossmedia GmbH jointly own Crossmedia Worldwide, which opened in London in 2017. The three entities work cooperatively to service their clients and collectively employ over 550 people. Clients include BMW, Etihad Airways, Lidl, New Era Caps, The Hartford Insurance, Hertz, Dollar, Thrifty, US Bank, VRBO/Home Away (part of Expedia Group), and White Castle. For more about Crossmedia, visit www.xmedia.com.
About Dirt
Dirt is a marketing consultancy headquartered in New York city. Dirt was founded in 2016 to bring order to the chaos of marketing and make success feel simple and stress free. Uniquely objective and equipped to see the bigger marketing picture, Dirt offers strategic advice on big marketing questions, like identifying a growth audience, positioning a brand to earn an audience's attention, and designing full-bore brand experiences. For more about Dirt, please visit dirtworldwide.com.
About Nacci
Launched in 2018, Nacci's mission is to use data for good, through innovative and forward-thinking strategies that push the current economic infrastructure to impact the world for the better. They believe brands, organizations, and individuals can lead that charge in a generative economy, where data is leveraged intelligently and ethically—with human potential and transformation in mind. For more about Nacci, visit www.nacci.io
