David Bridges
At the prestigious Cannes Lions festival, Adrianne C. Smith made a deliberate choice regarding the hat she donned on Monday to inaugurate the fifth annual Inkwell Seashore setup, which took its place on the sandy shores amidst the festival’s vibrant atmosphere. This event is an essential platform that highlights the importance of diversity and inclusion in the creative industry, drawing attention from participants worldwide.
Adrianne C. Smith serves as the Chief Inclusion and Impact Officer at Fleishman Hillard and is the visionary founder of the Cannes Can: Diversity Coalition (CC:DC). Since its inception in 2018, this coalition has been tirelessly working to enhance the inclusivity of the Cannes Lions festival. By creating critical opportunities for up-and-coming talents from underrepresented backgrounds, the coalition aims to ensure these individuals have a presence at this significant event, which attracts over 12,000 attendees globally.
The Inkwell Seashore installation sends a powerful message with its strategic location among the elite media, tech, and entertainment brands, including Spotify, Disney, Meta, Amazon, YouTube, Medialink, Omnicom, and others. These companies construct elaborate setups along the beach just below Cannes’ renowned main drag, the Croisette. This year, Smith candidly expressed to attendees that maintaining the Inkwell Seashore event for a fifth consecutive festival is a testament to the dedication and perseverance of those involved. The CC:DC and Inkwell Seashore are specifically designed to promote the principles of diversity, equity, and inclusiveness, which have faced relentless challenges since the return of Donald Trump’s presidency in January.
As a symbol of her commitment, Smith sported a custom-designed Inkwell Seashore baseball cap this year, featuring a sleek black crown adorned with the words “Inkwell Seashore” in bold white stitching. The cap’s bill, however, is crafted from a striking camouflage fabric with frayed edges, making a statement that is both bold and easily understood, emphasizing the spirit of resilience and awareness in the face of challenges.
On the opening day, the Inkwell Seashore event commenced four days filled with engaging panel discussions, interactive Q&A sessions, valuable networking opportunities, and wellness activities, including morning meditations by the sea. The CC:DC played a pivotal role in organizing partnerships and securing sponsorships, facilitating the attendance of 30 individuals from underrepresented backgrounds at the festival, which runs from June 16-20. These participants include students from HBCUs and mid-career professionals, promoting a diverse range of voices in the creative community. The CC:DC actively encourages more creatives to enter the awards competitions hosted by Cannes Lions, which covers various categories in design, innovation, and creativity.
The challenges posed by the Trump administration’s aggressive dismantling of Diversity, Equity, and Inclusion (DEI) programs, which have flourished in corporate and civic sectors over the past few decades, were directly addressed by speakers at the Inkwell Seashore event, highlighting the ongoing struggles for DEI initiatives.
“Diversity, equity, and inclusion are not going anywhere,” declared Frank Starling, the VP and Chief Diversity, Equity, and Inclusion Officer for Lions (the organization behind the festival), as he addressed the audience on Monday morning, emphasizing the enduring importance of these principles in the industry.
Smith, who joined Fleishman Hillard in 2021 after her tenure as the Global Director of Inclusion and Diversity for WPP, acknowledged the vital role of CC:DC’s corporate partners in funding the coalition’s initiatives and sponsoring the upcoming 2025 cohort. Despite facing setbacks, including some partners wavering and retracting their support, the coalition’s mission has not faltered even amid the intense scrutiny of Trump’s administration. The coalition’s supporters include influential brands such as Accenture, Eli Lilly and Co., Getty Images, Havas, Interpublic Group, Kraft Heinz, Nielsen, Procter & Gamble, TelevisaUnivision, TikTok, UTA, Wieden and Kennedy, and Yahoo, reflecting a robust commitment to advancing DEI in the industry.
Smith took the opportunity to speak with Variety on Day 1 of the Cannes Lions festival while early arrivals at Inkwell Seashore settled in for networking, enjoying the scenic views, and navigating the sweltering heat wave on the French Riviera. The Inkwell Seashore name pays homage to a resort of the same name located on Martha’s Vineyard, which has been a cherished vacation destination for Black families since the late 19th century, symbolizing a rich legacy of community and gathering.
You opened this year’s installation by highlighting the significant strides in representation at Cannes Lions that have resulted from the efforts of CC:DC. How have you navigated the past nine months since Trump’s re-election? Have you noticed a decrease in interest or participation from brands?
In full honesty, it has been a monumental shift. The journey has been challenging. We’ve encountered brands that initially committed, only to retract their promises at the last minute, citing budget constraints or shifts in direction. This has undeniably impacted even our ability to engage participants. Typically, these are cabanas [Smith gestures to an open area on the edge of the installation]. While the open space is still beautiful, it originally housed full office setups [in 2024]. We’ve observed a reluctance among some companies to invest in spaces or initiatives related to DEI. The reality is, yes, DEI efforts are under siege. However, the work of CC:DC is centered on the foundation of human connection within the business sphere, which is paramount. How can we foster relationships? How can we ensure the profitability of our community? Statistics indicate that the more inclusive your work environment is, the better your business outcomes will be.
We take pride in our presence here. The fact that we are still thriving during these times—to be able to show up—is a victory in itself. There are still individuals who believe in this mission and who are committed to the work. They might not always vocalize their support, but the backing we see here is tangible. People express to us, “We don’t want Inkwell to disappear, and we are dedicated to its success.”
When a brand contacts you to say, ‘I can’t fulfill my commitment,’ how does that conversation unfold?
The conversations vary from “It’s been a budget cut” to “We’ve had to change our direction.” I’ve also heard sentiments like, “You know, Adrianne. You understand.” Many organizations are attempting to be as transparent as possible, and we strive to keep our discussions candid. Some entities hold government contracts that they’re reluctant to jeopardize, and if it comes to light that they supported something perceived as contrary to the mandates that have been imposed, they tend to proceed with caution. They might express, “We’re not uncommitted; we just want to wait and see how this situation unfolds.”
Looking beyond Cannes Lions, where do you believe the marketing and advertising sectors currently stand regarding inclusivity? Are there specific areas where you’ve observed greater progress than others?
The reality of diversity, equity, and inclusion work mirrors the ebb and flow of any business cycle. There are moments of crisis that can propel you forward, leading to expansion and regression. The key is to remain consistent with the work as much as possible. It’s crucial to evaluate how you can pivot during uncertain times while still committing to the mission. How can you make necessary adjustments while ensuring that the work continues? How can you keep investing as much as possible in the initiatives that matter? Agility is essential. If you need to alter a term, do so. If a narrative shift is required, make it happen, but ensure that we remain steadfast in our commitment to the work we are doing. During these times, it’s essential to learn more about your identity and how to remain resolute in your dedication to that identity.
In recent years, there has been a surge of Black-owned media outlets, as digital distribution has helped level the playing field for creators. Are you witnessing an impact on Madison Avenue from the efforts of individuals like Tyler Perry, Charles D. King’s Macro, and Charlamagne Tha God, among others?
I would assert that the more we collaborate and maintain a consistent narrative, the greater the impact we can achieve. There’s a saying that an organized lie is more potent than a disorganized truth. The focus should be on collaborating in storytelling, as that is what is happening on the other side of the industry. The question is, how consistent can we be with our media and the narratives we present? How can we ensure that our thought leadership remains coherent and that we effectively convey the story? We are strengthening one another and providing platforms for diverse voices. The concept of cooperative economics is very real. When we discuss financial investments in Black media and Black communities, we recognize the need to improve how we [Black consumers] invest and circulate our financial resources within our own communities more than just a few times.
Veteran journalist Roland Martin, who is building a significant TV news operation distributed via YouTube and other platforms, accuses major advertising giants of engaging in “economic apartheid” by overlooking outlets like his Black Star Network. What do you identify as the major obstacles to increasing ad dollars for Black creators and media?
When I began my career, I was a media buyer and planner. Here’s the reality—if we’re not at the decision-making table, that’s where the importance of inclusion must come into play. It’s essential to be present at that table to educate other media buyers and planners about the value of this media. Otherwise, they will default to traditional options already in the pipeline, regardless of the narrative you present. Thus, the key is that we must be there. We need to secure strategic positions where we can contribute to the conversation and ensure that we tell a fair and balanced story about what opportunities will benefit our brands.
In the late 1990s, I remember successfully purchasing an advertisement in Heart & Soul magazine. I observed other media buyers and supervisors crafting narratives about the impact of another magazine brand for a client. I applied that same approach to Heart & Soul and succeeded in securing the first Kellogg’s low-fat granola ad in this Black health magazine. However, as soon as I left that position, they likely did not receive another media buy. It is crucial for us to maintain a presence. We must ensure that we are strategically positioned in roles that allow us to be at the table, committed to telling a fair and balanced story about what opportunities will enhance our brands.
What key themes are you focusing on this week regarding discussions and content at Inkwell Seashore?
We are immensely grateful to be here in our fifth year. This season’s theme is AYA, which stands for “adinkrahene,” symbolizing leadership, resilience, and endurance in West African culture. This is the perfect moment for AYA. I hadn’t anticipated when I created this branding that it would serve as a reminder for us to remain steadfast in this movement, as inclusion is paramount. We must ensure that it continues to thrive and requires ongoing support.
Our logo features a fern, a plant that can thrive in various conditions, symbolizing resilience. This reflects our mission: to embody resilience. Our movement is about endurance. We always say when people arrive, “Welcome home,” because this is an inclusive space. We have transformed the Cannes Lions festival experience. That’s what we stand for—creating a platform for our community. Just because I belong to one community doesn’t mean I can’t support others. We must remind everyone that Inkwell provides the opportunity for us to learn from one another, exchange innovative ideas, and become stronger than we’ve ever been.
Clara Hastings
