SOURCE: sparks & honey

sparks & honey



March 22, 2016 10:47 ET

sparks & honey and HIGH TIMES Announce Partnership to Guide Brands Through a New World of "Rebranding Marijuana"

"Rebranding Marijuana" Report Set For Release in Q2 2016

NEW YORK, NY--(Marketwired - March 22, 2016) - sparks & honey, the New York-based agency that synchronizes brands with culture, and HIGH TIMES, the definitive full service media company and source for information in the cannabis industry, today announced a broad partnership which will offer brands consumer and industry insights into the increasingly mainstream cannabis space. The ongoing collaboration will kick off with the release of a "Rebranding Marijuana" report that takes a deep dive into the rapidly-expanding cannabis consumer audience.

As cannabis is increasingly legalized for both medical and adult-use purposes, the opportunities for brands are simultaneously expansive and shrouded in mystery. The partnership between sparks & honey and HIGH TIMES is designed to uncover crucial insights that will help brands fully understand the behavior, motivations and cultural influence of the cannabis consumer. Armed with this knowledge, brands will be able to enter this emerging space and engage with its expanding audience.

"The ongoing legalization of cannabis has brought its popularity to an all-time high. Recent predictions estimate that it will be a 36 billion dollar industry by 2020," said Sean Mahoney, Vice President, Editorial Director, sparks & honey. "Our partnership with HIGH TIMES will help reveal invaluable information and insights for brands seeking ways to embrace this emerging audience in an organic, authentic way."

The partnership combines HIGH TIMES's deep knowledge of the cannabis consumer and category with sparks & honey's expertise in guiding brands on how to embrace and become part of the cultural trends (re)shaping society. The first significant major output of the collaboration will be the "Rebranding Marijuana" report slated for release in April, which will explore the realities and myths of the cannabis market, the various products and services emerging in the space from edibles to topicals to lotions and oils, and ways that brands can attach themselves to the passion of the consumer.

"With more than 42 years of experience in the cannabis space, our massive location-based events, digital and magazine presence, and deep relationships with the leading legitimate businesses in cannabis, now is the time to partner with a leader in trending in the Madison Avenue agency space, and sparks & honey was the obvious choice," said HIGH TIMES Chief Operating Officer Larry Linietsky. "Rebranding Marijuana will be the first of many definitive trending reports from our joint efforts."

The report comes on the heels of a number of recent cultural forecasts and trend reports issued by sparks & honey, which provide insights and counsel for brands looking to understand the ever-evolving consumer. Recent reports have explored everything from the top cultural trend predictions for 2016, the rapidly-expanding e-Sports market, the New Language of Gender and Generation Z's career expectations, among other topics.

About sparks & honey

sparks & honey ( is a New York-based agency with a mission to open minds and create possibilities in the now, next and future for brands. Employing a disruptive marketing platform and cultural newsroom model, sparks & honey leverages proprietary tools, algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations. sparks & honey leverages the proprietary sparks & honey cultural intelligence system to deliver services in three areas for brands - innovation, cultural insights and content. Named to Ad Age's 2014 A-List as an "Agency to Watch," sparks & honey is a part of the DAS Group of Companies.

About the DAS Group of Companies

The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (, is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.


For more than 40 years, HIGH TIMES -- the iconic and authoritative media company in the cannabis business -- has been educating the cannabis community by leading the fight for legalization and empowering entrepreneurs in this burgeoning industry. HIGH TIMES' content spans digital, social, video and print platforms as well as location-based events highlighted by the global Cannabis Cup franchise and the HIGH TIMES Business Summit conference series.

Follow @HIGH_TIMES_Mag on Twitter, @hightimesmagazine on Instagram or Facebook at

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