Q&A: Adrianne Smith on Inkwell Beach success and plans for Cannes Lions 2024

Walking around Cannes Lions this year, more than one person was overheard commenting on the significant increase in diversity among attendees. Much of that can be attributed to the work of FleishmanHillard Chief Diversity and Inclusion Officer, Adrianne C. Smith, and the nonprofit organization she founded, the Cannes Can: Diversity Collective. Launched in 2018, the CC:DC's mission is to create access for underrepresented groups in advertising, marketing, media, and creative fields—by helping diverse talent gain knowledge, exposure, and networking opportunities at the annual Cannes Lions International Festival of Creativity. What began as CC:DC bringing five BIPOC creatives to Cannes with the goal of transforming conversations soon evolved into Inkwell Beach, the first-ever full-scale Diversity, Equity & Inclusion activation in the history of Cannes Lions. Most recently, CC:DC hosted a daring, 5-day conversation—featuring notable panelists like Issa Rae and Amanda Gorman—that exemplifies the organization's tagline, "Don't Talk About It. Be About It!" An estimated 2,400 people attended groundbreaking sessions with titles such as “Equipping Adland's Ecosystems for Radical DEI Accountability + Action,” “Muslim Women in Media: Changing the Script,” and “Three Years After George Floyd, What are the Responsibilities, if any, of Brands to Help Move Conversations and Action Forward?” The bold conversations at CC:DC at Inkwell Beach were not your usual dialogues at the French Riviera in June. We sat down with Adrianne to find out what's next for CC:DC. How did you feel about Cannes this year? I felt good about it. It felt great to see new faces and to witness other activations that emphasized the importance of inclusion, bringing more Black faces and people of color to Cannes Lions. We know the energy and creativity are there. When I was there in 2017, I saw the co-opting of our culture, but I did not see us there. So it's heartening to see that this movement has so much more to it; it has the opportunity to grow. What we've started with CC:DC is a movement that is now way beyond what I expected it to be. I thought I was building something for me and people who look like me, but then people who didn't look like me started coming up and saying, "Adrianne, thank you for creating this space because now I feel like I belong." We've created a space where people can organically and authentically connect with each other and do business deals together, seizing impromptu opportunities to make greater things happen. How did you feel CC:DC and Inkwell Beach showed up this year? I think we nailed it. For us to be back for the third year, it just proves that we have something unique to offer. We are an integral part of the Cannes Lions Festival and have solidified our place in its history. No matter what anyone tries, they cannot erase what we have accomplished. We have firmly established Inkwell Beach as the place to be. Just to have people come up and tell me, not knowing who I am, that Inkwell Beach is so much fun, the conversations and panels are great, that it's just a welcoming space—that makes me feel amazing. What were some of the milestones you aimed to achieve this year? Cementing ourselves as the hub of inclusion, where you can access a global voice of inclusiveness and inclusive programming, was the most significant achievement. We don't have to be on the main stage to be a destination. Inkwell Beach is a place where people come together for meaningful conversations about building partnerships and inclusivity. One of our themes this year was shifting from "Woe is Me" to "Wow is Me" for DE&I. Instead of dwelling on the challenges we've faced in building inclusivity, we emphasized the value of inclusivity. It's a business imperative—look at the business opportunities that arise and the growth trajectory your organization experiences when you embrace the energy and spirit of inclusivity. Cannes is just one destination, but there are other places in the world that deserve to have our talent represented there. This year in March, we took five young people who are part of our CC:DC Scholars and Ambassadors Program to Dubai Lynx, and once again, they excelled. I had the opportunity to speak onstage with Damon Jones from Procter & Gamble, and we essentially had the first-ever conversation on inclusion at Dubai Lynx's main stage. So, the Dubai Lynx Can: Diversity Collective is on the plan for next year. Perhaps next is the Spikes Asia Can: Diversity Collective. I also had the opportunity to attend the World Economic Forum in Davos, so the plan is to return for the Davos Diversity Can: Diversity Collective. Our mission is to create spaces and blaze trails. We must provide access and opportunities, especially considering what people are attempting to take away from us with SCOTUS. Some may downplay it, but I believe it's a gateway drug. What's your vision for next year, and what impact do you hope to make? Definitely expansion. Creating more opportunities for people to engage in the conversation. We will have a larger space; the plan is to expand onto the adjacent beach so that Inkwell Beach has a significant footprint in promoting dialogue. Also, it will mark the third year of our AYA Inclusion Awards. Cannes Lions does not recognize inclusion as part of their main stage awards, so CC:DC started our own, and this year we had over 25 agencies submit from 5 or 6 different countries. Our partner in this work, FleishmanHillard, supported the awards with a platform, and since we are the only inclusion award given at the Festival, we want it to grow larger and see even more submissions next year. We also want to add more HBCU students to our Cannes attendees and expand our ambassador program so that more people can come and experience this space. So far, we have every continent represented except Antarctica, so if you have a connection there—let us know! Growth and expansion are key for us. That's the plan: grow, grow, grow, continue making an impact, and sustain a movement that helps people realize that embracing different cultures and being more inclusive can significantly benefit a company's growth trajectory. How do you handle conversations where the other person may not be as aware? What I have learned is that in this type of business, which is fundamentally about human connections, DE&I is all about human connections. You have to be in a constant state of educating and learning because people's perspectives evolve. So, you just have to keep moving forward; it's all part of growth and development. I believe that if we continue to help people with their heartsets and mindsets, it's going to make a difference. Since speaking with Smith, she has hosted CC:DC's annual gathering at Martha's Vineyard. The start of what she called the year-long "pilgrimage," to Cannes. This year’s Martha's Vineyard Takeover theme was “Expect the Unexpected - Succession Planning.” Speakers and attendees included Dr. Sesha Joi Moon, chief diversity officer for the U.S. House of Representatives; Myron King, chief integration officer at VMLY&R; Bernard Bronner, chairman, president and CEO of Bronner Brothers and Upscale Media; and Emily Graham, chief equity and impact officer at Omnicom. "Each and EVERY panel was OUTSTANDING! But the session that moved me the most was radically personal and gave me license to have an on camera ugly cry," Smith wrote in a recent LinkedIn post. "...during one of our afternoon sessions - Heritage & History: The Importance of Knowing Specifics About Where You Are From on How You View Yourself and Your Creative Place in the World, I discovered WHO I am and WHY I do what I do." Her heartfelt post further explains her commitment to diversity, equity and inclusion. Smith says, "I am clear about my mission, my calling, my work. I will continue to be Forward Focused and remain vigilant against and undaunted by opportunities that show up as obstacles or barriers." The Q&A interview has been edited for clarity.

Q&A: Adrianne Smith on Inkwell Beach success and plans for Cannes Lions 2024

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Q&A: Adrianne Smith on Inkwell Beach success and plans for Cannes Lions 2024

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