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BUSINESS - L.A. Agency Joint PR Lights Up the Cannabis Marketing Scene

Alysha Light - (Photo: Business Wire)

 

 

 

 

 

 

 

Two powerhouse publicists from the tech and business space join forces to launch a woman-owned cannabis communications agency - The Joint PR founders recognized the need for experienced and innovative marketing and communications agencies catering to up-and-coming cannabis brands and saw an opportunity to offer a viable service to this evolving space

 

LOS ANGELES, CA USA

Sunday, August 18, 2019

What happens when two PR girl bosses team up to serve the fast-growing cannabis industry? They roll up a powerhouse joint agency – literally.

Joint PR merges the talents of public relations veterans Kristen Grossi of talkTECH and Alysha Light of FLIGHT PR. Both of these senior-level communications leaders have earned reputations for generating defining results for game-changing startups and global enterprises across tech, marketing, and entertainment.

This collaborative venture benefits from the founders’ 30 years of combined experience and is fueling the growth of established and emerging companies from every stage of the legal cannabis industry—including manufacturing, VC funding, B2B, and consumer products and services.

"Joint has double meaning for us," says Light of the newly-launched agency's name. "It's an obvious reference to marijuana but it's also the two of us coming together, leveraging our unique backgrounds to help bring legitimacy to the cannabis space and make it mainstream."

As marijuana legislation continues to forge ahead in the United States and Canada, more cannabis-focused businesses are emerging to meet the needs of medical and recreational users. The rapidly changing "cannabusiness" world requires smart, effective media campaigns to raise awareness and establish an industry presence for new brands.

The Joint PR founders recognized the need for experienced and innovative marketing and communications agencies catering to up-and-coming cannabis brands and saw an opportunity to offer a viable service to this evolving space.

Grossi and Light have launched over 500 early-stage companies between them and have driven PR campaigns on behalf of world-class enterprises including Google, Match Group, Speedo USA and Taco Bell. Along the way, they built a niche for working with companies of all stages who are in highly competitive spaces and looking to accelerate growth quickly. "We're taking everything we've learned from working with startups that want strategic thinking on their business and need to see results quickly, to create this new PR agency for emerging cannabis brands," Grossi says.

Joint PR has already worked with several impressive clients in the cannabis space, including lifestyle media startup Prøhbtd; investment holding company Archytas Ventures; and order-ahead and loyalty rewards app Greenlight (acquired by Leafbuyer.com in 2018). With their eye on rapid growth for themselves and their clients, Grossi and Light are ready to roll with their full suite of communications and media relations services for cannabis brands in North America.

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