FleishmanHillard's Adrianne C. Smith Says 'DEI Will Never Die!'

Source: Richard Bord / Getty

In an inspiring conversation with Adrianne C. Smith, chief diversity and inclusion officer at FleishmanHillard, we dive into her unwavering dedication to creating inclusive spaces in industries often lacking diversity. From her early days growing up on HBCU campuses to founding the Cannes Can: Diversity Collective, Adrianne’s journey is a testament to resilience, vision, and the power of representation. In this exclusive interview, she opens up about the challenges she’s faced, the impact of DEI work, and why she believes “DEI will never die.” Her story is one of passion and purpose, aiming to uplift and empower others.

MadameNoire: Congratulations on all of your success. Before we dive into the Cannes Lions Festival of Creativity and your experience with Cannes Inkwell Beach 2024, let’s start with your journey. You have a remarkable story that led you to become the chief diversity and inclusion officer at FleishmanHillard. Please share some key moments and challenges you faced on your journey, and what inspired you to take on this pivotal role?

Adrianne C. Smith: Diversity, equity and inclusion (DEI) work is part of my DNA. I come from a mixed religious background—my father was Muslim, and my mother was Christian—so I grew up in an environment where negotiation, love, and respect were essential for building community and maintaining peace. This upbringing taught me how to navigate difficult spaces and foster human connections in business and work.

I’ve always been surrounded by positive images of people who look like me, as I grew up on HBCU campuses where my mother worked. This environment shaped my understanding of the world and made it clear that not everyone has the same access and opportunities. This realization motivated me to create spaces where everyone can benefit from the knowledge and opportunities that I had.

My journey included working for companies like the African Heritage Network, which was significant in its time. They created opportunities for us to see ourselves in Black movies, like those hosted by Ossie Davis and Ruby Dee, and aired on syndicated television. This work was pivotal in showing positive representations of Black culture and community in media. Frank Mercado-Valdes, who built the African Heritage Network, was instrumental in creating these opportunities, as was Keith Clinkscales with Vanguard Media. Watching entrepreneurs like them inspired me to push for narratives that showcased the diversity and richness of our community. Every chance I got to support that narrative, I took it.

Source: FleishmanHillard Comms team / other

One of the statements you live by is “DEI will never die.” Why have you been such a steadfast advocate for DEI, and why is it so important to you?

I’ve been doing this work since the late 1990s, and the effort we see today, along with the pushback, is nothing new. I’ve lived through the ebb and flow of these movements, and the key is to remain steadfast. There’s always hype, and then there’s pushback—this has been true since the Civil Rights Movement. The key is that if they’re trying to stop DEI work, they’re trying to stop basic human connection.

I like to use the example of a sidewalk with a curb cut—a lowered area that was originally created to give people in wheelchairs access to the sidewalk. But it also benefits parents with strollers, people with grocery carts, those on scooters and more. When we create opportunities for the least of us, it ultimately benefits everyone. The pushback against DEI is like wanting to raise the curb again, denying access to everyone.

DEI is also being weaponized today, with narratives equating DEI to “Blackness” and demonizing it. But DEI is larger than race and gender. It’s about human connection, business and work. It’s a business imperative that helps the economics of every organization. If you stop people from connecting and having access to your brand, you create a barrier to your business’s growth. That’s why DEI will never die—it’s about access, opportunity, and ultimately, the success of businesses.

(L-R) Adrianne C. Smith, Issa Rae and Monique Francis attend the Day of Disruption panel at Inkwell Beach on June 21, 2023 in Cannes, France. Source: Lionel Hahn / Getty

Let’s discuss Cannes 2024 and one of the festival’s largest highlights: Inkwell Beach. You created CC:DC, which stands for Cannes Can: Diversity Collective. What inspired you to start this collective?

The first time I attended Cannes in 2017, I was shocked. Out of 20,000 attendees, only 200 were Black. Most of those were talent, entertainment or staff. The Festival of Creativity celebrated culture, but it was clear that the people who originated that culture were not being represented. The festival’s focus was on inclusivity, but it felt like a trick question because hardly anyone from our community even knew it existed.

That year, I was inspired to take action and bring more people who looked like us to the festival. In 2018, I brought five young people with me, and they made a significant impact. They changed the trajectory of conversations and brought energy to the festival. Hearing their stories and witnessing their growth inspired me to do more. The next year, we brought 25 young people and hosted the first Diversity, Equity and Inclusion beach activation in Cannes Lions’ history, naming it Inkwell Beach after the iconic location in Martha’s Vineyard.

Source: FleishmanHillard Comms team / other

That’s an incredible achievement. Let’s talk about this year’s cohort. How many participants were enrolled, and what kind of representation did you have at Inkwell Beach, Cannes?

We’ve grown to over 25 participants from six continents. The cohort gets better each year, with an incredible level of gratitude from the young people who participate. We’ve expanded the program to include HBCU students as well as more senior executives who often face ageism. It’s important to be as inclusive as possible, creating a community of allies and advocates who go back and evangelize for us.

Some participants have returned to Cannes with their companies, like Hooray Media with Issa Rae. They’ve started their own companies and sponsored others to attend, embodying the idea of succession planning and creating opportunities for the next generation. We want to ensure that no one else has to go through the exclusion we faced in 2017.

Where can people find more information about the cohort or submit an application for CC:DC?

They can visit our website at inkwellbeachcannes.com. There, they can find stories about previous cohorts and more information about our initiatives.

 Founder of Cannes Can: Diversity Collective Adrianne C. Smith and John Legend speak onstage at CC:DC’s Inkwell Beach during the Cannes Lions International Festival Of Creativity 2024 – Day Two on June 18, 2024 in Cannes, France. Source: Richard Bord / Getty

At Inkwell Beach, your team provides complimentary lunch daily, with chefs flown in worldwide. Why is it important for you to offer such an activation where no one has to pay?

Access is key. Cannes is an expensive journey—flights, accommodations and credentials can cost thousands. We wanted to create a space where everyone feels welcome and respected, regardless of their financial means. When you walk onto the beach, we say, “Welcome home.” It’s about creating an equitable environment where people can get great content that goes beyond DEI.

We elevate the conversation from “woe is me” to “wow is me.” We showcase people of color discussing technology, AI, healthcare, and creativity—why shouldn’t these conversations include voices that look like ours? What’s even more rewarding is that people who don’t look like me have thanked us for creating a space where they finally feel like they belong at Cannes. The food and bringing in the chefs are just an extra touch, providing comfort and nourishment for attendees to network and thrive.

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