John Shute, CEO of PufCreativ – Interview Series

As the normalization of cannabis expands along with that very industry, successful marketing and advertising services have become crucial to success. With this in mind, cannabis brands and companies across the American industry are placing greater emphasis on charity and becoming more philanthropic. One such marketing agency that combines effective marketing strategies with an equal emphasis on community service is PufCreativ. For a greater look into cannabis marketing and philanthropy, mycannabis.com had the pleasure of speaking with John Shute, CEO of PufCreativ.

While obtaining your Master’s degree in Project Management from Norwich University, what were the most valuable courses that you took and the subject matter that you learned?

All of the courses I took were incredibly valuable, but the one that has had the biggest long-term impact since starting PufCreativ was Project Management Leadership, Communication, and Teams. Project management tools and technology are always changing, but what never changes is how you lead people, how you communicate with them, and how you bring together a team that can execute projects efficiently and creatively.

That course helped me understand that leadership is not just about assigning tasks or meeting deadlines. It is about building trust, understanding different working styles, and creating an environment where everyone feels ownership of the outcome. It also taught me that strong communication is the key to solving almost any project challenge. Those lessons became the foundation for how we run PufCreativ, from internal collaboration to how we communicate with our clients.

Before working in the exciting field of cannabis marketing and co-founding PufCreativ, what industries did you work in, and what were some of the roles that you held?

Right after earning my MBA, I became the Director of Marketing and Operations at a large nightclub in South Florida. That experience showed me how powerful creative marketing can be when it is fully aligned with operations. It was a fast-paced, competitive environment that taught me how to think on my feet and make decisions that balance creativity with profitability. It also gave me a deep appreciation for data, audience behavior, and the importance of brand storytelling in high-volume, high-stakes industries.

Before that, I spent much of my life in the service industry working as a bartender. That time taught me a lot about people, communication, and emotional intelligence. I learned how to manage pressure, read a room, and connect with people from all backgrounds. Those lessons still influence how I lead, how I work with clients, and how I build authentic relationships in business today.

What in particular encouraged you to found PufCreativ? Given how young the cannabis industry was in 2017, what limitations or roadblocks did you face when first starting the agency?

Throughout my life, I have had friends and family in New Jersey struggle with opiate addiction. In 2016, after losing a few of them, I felt called to make a change. I have always believed cannabis plays an important role in alternative wellness and that it can help people manage addiction and other challenges in life. Founding PufCreativ was a way to combine that core belief with my passion for marketing and community.

When we started PufCreativ in 2017, we faced major limitations with social media and advertising rules, as well as the lack of reliable tools to track ROI for clients. It was a constant challenge to stay compliant while trying to help brands grow in this space. We had to get creative with how we positioned campaigns, built brands, and connected with audiences in meaningful ways without relying on traditional digital advertising. Over time, we learned how to work within these limitations and developed our own integrated creative and performance marketing systems that allow us to measure success through revenue tracking and optimize performance across both local and global markets, tailored to each client’s vertical.

From a marketing services standpoint, how do the duties of PufCreativ change depending on the cannabis product type (edibles, extracts, flower, etc.)? Do certain product types come with more challenges than others?

Our core services such as branding, website design, SEO, social media, and retention marketing apply to every cannabis product type, including ancillary services. The main differences come from audience segmentation and market strategy. Certain CRM platforms, such as Alpine IQ, allow us to analyze customer data and speak directly to specific audiences who prefer one product category over another. This can go for B2B audiences that prefer one type of service over another as well.  That level of segmentation helps us personalize our messaging and increase engagement.

Each product category has its own set of challenges. For example, marketing cannabis topicals can be difficult because many people in that target demographic do not realize how effective they can be. My dad is a great example. He had back pain for over ten years and was not against cannabis, but he never thought about using it for pain relief. My mom eventually found a topical at a dispensary and convinced him to try it. It worked, and now he swears by it. The challenge is breaking through that initial skepticism, especially among older demographics. That’s not to say that it isn’t possible. In a 2024 study from the NIH, 12.1% of participants aged 50–80 (52.7% female) reported cannabis use in the past year. s education spreads and markets mature, those perceptions are beginning to shift.

What have been some of the most notable accomplishments that PufCreativ has celebrated in the eight years since its founding? What would you say were the most prestigious awards that the agency has won?

At a large scale, our most meaningful accomplishment has been helping raise more than $12 million  for nonprofits and community organizations since we started. That kind of impact goes far beyond marketing metrics and reminds us why we do what we do. On a smaller scale, I am incredibly proud that we have been able to offer health insurance, 401(k) plans, and financial support to our staff when they need it. Taking care of our team has always been one of our top priorities, and that stability allows us to stay creative, consistent, and connected to our purpose.

In terms of recognition, we have been fortunate to receive awards that reflect both our creativity and our values. Winning the EMJAY Award for Branding and Marketing Agency of the Year was a huge honor. Receiving CLIO Awards for our creative work and multiple ADCANN Awards, including Agency of the Year, was also incredibly validating. Those moments remind us that integrity, community impact, and good design can coexist in this industry.

What inspired you to co-found the incredible organizations that are Cannabis Doing Good, the Cannabis Creative Movement, and the Cannabis Impact Fund? How did those organizations lead to the creation of PufCreativ Cares?

My parents have always been my biggest influence. They were entrepreneurs who believed in using their businesses to give back. My mom is a childhood cancer survivor who even started her own nonprofit, so I grew up with a clear example of what it means to connect business with purpose.

Co-founding organizations like Cannabis Doing Good, the Cannabis Creative Movement, and the Cannabis Impact Fund came from that same mindset. Each one was about building community and using the industry as a vehicle for social change. As those initiatives grew, it felt like the right time to bring that energy directly under our own roof. That is how PufCreativ Cares was born. We now have a large enough team and strong enough infrastructure to support ongoing philanthropic projects directly through our agency.

What are some nonprofit organizations that PufCreativ Cares has worked with, and what philanthropic milestones has PufCreativ Cares reached in its philanthropy?

We launched PufCreativ Cares only recently in 2025, and our first nonprofit partner was HoliHub, which helps people recover from addiction through alternative wellness programs. It felt like the perfect organization to begin with, given how deeply that mission aligns with my personal journey and our company’s purpose.

Beyond that, we have supported numerous nonprofits over the years, including the Colorado Coalition Against Sexual Assault, The Hood Incubator, Minorities for Medical Marijuana, The Last Prisoner Project, Freedom Grow, The Trevor Project, and Balanced Veterans Network, among others. Every partnership has been an opportunity to amplify causes that matter and show that cannabis businesses can be meaningful drivers of positive change.

What is the grand importance of cannabis brands being philanthropically involved, and how can those involvements help change the “lazy stoner” stereotypes and other stigmas associated with cannabis?

I believe every business should be involved in philanthropy, but it is especially important in the cannabis industry. Giving back helps dismantle outdated stereotypes and stigma while creating deeper connections with customers. The truth is that every person who uses cannabis has their own story about how it has improved their life. When a brand leans into that authenticity and integrates community impact into its identity, it becomes more than a product. It becomes a reflection of shared values.

Philanthropy also keeps the cannabis industry grounded in the bigger picture. There are still people sitting in prison for cannabis-related charges and communities that were directly harmed by the war on drugs. While it is incredible to see progress and opportunity in the legal industry, we have a responsibility to acknowledge and support those who paved the way and those who are still struggling.

What were the most interesting or thought-provoking parts of serving as Director for The Tristate Cannabis Alliance? Given that the agency was created in Colorado, what did you observe were the biggest differences between East Coast markets and the West Coast markets?

I am originally from New Jersey but have lived in Colorado for the past decade, so it has been fascinating to watch the East Coast markets evolve. The biggest differences I have seen are related to education and pricing.

On the West Coast, consumers tend to have a deeper understanding of cannabinoids, terpenes, and how different growing methods and ingredients affect the body. The market is more mature, which has also led to significant price compression. Meanwhile, on the East Coast, the industry is still in a phase of rapid growth and discovery. Consumers are learning, brands are finding their voices, and the market is still building its identity. Education barriers are being broken down every day, and price compression is beginning to surface as those markets mature. It is an exciting time to watch and contribute to both sides of the industry.

What are some exciting future plans with PufCreativ, and how does the PufCreativ Cares branch plan on continuing to be involved with philanthropy and charity?

From an agency perspective, our focus moving forward is to continue increasing our value to the cannabis industry both locally and globally. We plan to keep refining how we merge creative storytelling with performance-based marketing to drive measurable growth for our clients. Our goal is always to bridge creativity and data in ways that make a lasting impact.

For PufCreativ Cares, the goal is to build philanthropic initiatives that reflect the passions of our team. We want to support causes that inspire us personally so that giving back feels like a shared purpose, not just a business initiative. You can expect to see campaigns around mental health, Pride Month, and social justice in 2026, all created through the lens of authenticity, community, and long-term change.

Thank you for joining us, John! For more information on PufCreativ, please visit its website.