Diversity is key to ‘cultivating the next generation of leaders’

CC:DC celebrates the intersections of DEI, innovation and creativity on its fifth anniversary

FOR ADRIANNE Smith, diversity, equity and inclusion (DEI) has always been in her DNA. So, when the now chief diversity and inclusion officer at FleishmanHillard first touched down at Cannes Lions in 2017, she knew that increasing inclusivity at the Festival of Creativity was her north star. “For me, it was magic. To be beside the Mediterranean and connect with creative energy was palpable. However, the lack of representation was glaring.”

One year later, Smith launched the non-profit Cannes Can: Diversity Collective (CC:DC) to transform the creative communications industry into a radically inclusive space, providing access and opportunities for young adults of colour and underrepresented communities who had traditionally been excluded. Bringing five young people to the Festival in the first year “was the beginning of an amazing journey”, Smith said. “The more young people have opportunities to learn and

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gain access to information, the stronger, bigger and better they grow.”

In 2019, CC:DC, powered by Group Black, created the Festival’s first dedicated DEI activation, Inkwell Beach, a tribute to the beach in Martha’s Vineyard, a place of solace for black people during segregation. That year, CC:DC expanded its programme with opportunities for 25 young people to attend. “We can either encourage or discourage a young person. My goal has always been to help them develop into someone amazing. This is about cultivating the next generation of leaders.”

Inkwell Beach celebrates the intersections of DEI, innovation and creativity in the industry and marks its fifth anniversary this year with the theme Expect the Unexpected: Moving DEI from Woe is Me to Wow is Me. The programme is set to be the CC:DC’s most inspiring yet, delivered through timely and engaging panel discussions, fireside chats with influential industry leaders, creative pitch competitions, talent showcases and more. “In the spirit of inclusion, the space is open for everyone to access this amazing programming. And we’re just so excited,” Smith said. The beach’s visuals are again designed by early collaborator, the Grammy-award-winning creative icon Juan Woodbury.

A constellation of celebrity talent will be energising the programme. During the Day of Disruption, on Wednesday, actor, writer, producer and comedian Issa Rae; New York Times bestselling author, speaker and entrepreneur Luvvie Ajayi Jones; and comedian, bestselling author, producer and actress Phoebe Robinson, will be on stage. A Juneteenth celebration – Bridging the Gap of Information Dissemination – on Monday, culminates with the CC:DC AYA Inclusion Awards, sponsored by FleishmanHillard. The Aya is an adinkra symbol for endurance, independence, defiance against difficulties, hardiness, perseverance and resourcefulness. The award illustrates why inclusion is good for the world and business, underscoring that you must include the world to have world-bending ideas. Alongside Inkwell Beach, CC:DC is also working with the Young Lions Academies; the Creative Academy; the Roger Hatchuel Student Academy; and the Media Academy, on programmes for professionals aged 30 and under at the Festival. For Smith, launching CC:DC five years ago was also about changing the narrative around DEI. “What happens when you bring this creative talent together from diverse backgrounds? When you’re more inclusive of people that you traditionally don’t work with? How can it make us all smarter and more creative human beings?”

In that time, CC:DC has grown to sponsor the Festival — and inclusion, according to Smith, has become a more significant part of the event: “You’ll see more people from underrepresented groups and programming focused on inclusion. We paved the way for every

AARP, Amazon, Babson, BECA, CultureBanx, Dentsu, Diageo, FleishmanHillard, Google, Greenhouse, Group Black, Havas, H&K, Hoorae, IPG/FCB, McCann Worldgroup, McKinney, Microsoft, Mission Impact Academy, Ogilvy, Omnicom, Paramount, Porter Novelli/Comic Relief, Procter & Gamble, Sparks, Spectrum Reach, Swayable, TikTok, TV One, Unilever, UTA, VMLY&R, World Woman Foundation, Wunderman Thompson and Yahoo.

Find out more about Inkwell Beach, sessions, panels and special guests at inkwellbeachcannes.com person and organisation to feel they belong,” she said. Bringing CC:DC to fruition was not achieved in a silo for Smith. “There are so many people who helped to bring the vision to life,” from experience communications agency DFLASH to The Renaissance Group, as well as early sponsors such as FCB, TV One, Google and BBDO. Ongoing supporters continue to enrich the programme, from Procter & Gamble’s chief brand officer, Marc Pritchard, to WPP CEO Mark Read.

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