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.

“The consumer landscape is full of a dizzying array of new products and services, from cannabis to blockchain to e-sports. XM Grows addresses the unique needs of marketers at a time of rapid change,” said Kamran Asghar, CEO of Crossmedia.

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.

SOURCE Crossmedia Inc.