Grasslands Named Agency of Record for High Times

Grasslands is High Times' new agency of record. Ricardo Baca, who leads the journalism-minded agency, confirmed the appointment on LinkedIn on July 28.

High Times is a cannabis publication that has been in print since 1974. The specific campaign scope has not been disclosed.

Grasslands has built its positioning around journalism-trained staff working cannabis and psychedelics accounts. Baca, a former Denver Post reporter, founded the agency on that premise: reporters know how to build narrative, verify claims, and write copy that doesn't read like a press release.

No campaign details, budget, or timeline have been shared publicly. The announcement came through Baca's personal LinkedIn account rather than a press release from either Grasslands or High Times.

Grasslands has not published additional specifics on High Times advertising plans or creative direction. Free Agency Media has not independently verified deal terms.

Grasslands is now the agency of record for High Times, according to a statement from the agency's own leadership. Campaign output and public work have not yet been announced.