Today we’d like to introduce you to Amy Deneson.

Hi Amy, please kick things off for us with an introduction to yourself and your story.
The entirety of my professional market making experience has led me to being the co-founder and executive director of the Cannabis Media Council. For over 20 years, I have led edge brands, businesses, and mission-driven organizations to supportive communities for mutual, collective benefit. In 2016, I shifted into the regulated cannabis industry with my heart and mind set on applying my executive marketing acumen to helping people learn more about this amazing plant and how they can legally access tested, trustworthy, sensational cannabinoid products.

The Cannabis Media Council is a first of its kind trade organization dedicated to deprogramming the war on plants and people in order to normalize cannabis consumption throughout the generations and generate the triple bottom line of success to enrich people, profits, and our planet. Founded on the guiding principle of collaboration over competition, the council–now 400+ members strong–serves to uplift the category as a whole through pro-cannabis PSAs on mainstream advertising channels. The council’s leadership is 100% volunteer led and our media is donated by outlets open to the emerging sector. We are all driven by our desire to be part of changing the narrative about cannabis and sparking conversations to dispel stigmas and inspire adults to get to know the plant and her array of products anew.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Cannabis is not yet federally legal and each state has different laws and regulations that marketers must strictly adhere to for compliance or risk losing their business license. The sector is also severely censored, restricted, “vice” taxed with additional fees, or outright banned by many traditional marketing channels. On top of this, marketing is significantly underfunded (if at all) by cannabis operators–generally 2% to 5% of annual budgets–because the cost of getting to market can oftentimes require every last penny. Additionally, the plant’s current designation as a Schedule I narcotic on the DEA’s Controlled Substance List, means that amongst the many other challenges marketing expenses cannot be written off on federal taxes. We’re hoping the rescheduling effort to shift cannabis to a Schedule III designation will succeed soon.

To help offer inspiration and directional guidance for marketing channels that are open and welcoming to the sector, the Cannabis Media Council authors the first industry-wide set of guidelines: FULL SPECTRUM: Guidelines for Responsible Cannabis Advertising, now in its second edition. The 100+ page resource includes the 7 Core Pillars for best practices, along with case studies, sample legal contracts, checklists for advertisers and publishers to help them engage creatively and compliantly, and much more. FULL SPECTRUM Ed. II (2024) is free to download.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
As a marketing executive for the emerging cannabis sector, I am most proud of my work when I receive notes from people saying that they or their mom, grandma, auntie, friend, wife, colleague et al tried a cannabinoid product that I recommended–and it helped.

Can you talk to us a bit about happiness and what makes you happy?
I am happy when I discover new ways to enjoy my life and then absolutely delight in sharing them with more people.

The council’s inaugural campaign “I’m High Right Now” is the epitome of my belief in engaging in honest, humorous, heart-felt storytelling with straightforward script-flipping facts that ring so true we can’t help but reconsider or think about something from a new or expanded perspective. I belly laughed during the first reveal of the “I’m High Right Now” creative, which for me is always a signal that we’re on track and heading in the right direction. The CLIO-award winning campaign has reached all fifty states and we welcome donated ad space in print, digital, and audio to continue amplifying the message.

Cannabis has helped and elevated my life in many ways and I hope the council’s collective efforts inspire more people to Get the Lowdown.

Pricing:

• Tax deductible donations welcome

Contact Info:

• Website: www.cannabismediacouncil.com
• Linkedin: www.linkedin.com/in/amydeneson
• Other: www.imhighrightnow.com