Advertising
Age reported on Abraham Abbi Asefaw, former
co-dean of Cannes Lions’ Roger Hatchuel Academy (RHA), a learning program that
evolved into a heat
shield for the global creativity franchise. Asefaw claims Cannes Lions is
lyin’ when professing a commitment to diversity, equity and inclusion—which is hardly
a new accusation. The Advertising Age coverage is complemented with Asefaw’s
story published on Medium—as
well as years of commentary at this blog.
Cannes Lions
apologizes after accusations over diversity
Organizers respond to a Twitter
thread by Abraham Abbi Asefaw, a former co-dean of its learning program
By Alexandra Jardine
Just a month out from its 2021 International
Festival of Creativity, Cannes Lions has come under fire for lack of diversity
by a former dean of its educational program.
The accusations began in a Twitter thread
started on Sunday by Abraham Abbi Asefaw, former co-dean of Cannes Lions’
learning program the Roger Hatchuel Academy (RHA), which is designed to
introduce young creatives to the industry.
Asefaw, who is chairman of Dubai-based design
company LW, was co-dean of the Roger Hatchuel Academy for five years. However,
he wrote that after his co-Dean and he ended their partnership, he wrote to
Cannes and suggested they choose just one Dean for the program, instead of
having two, and “for that person to be a POC.”
He continued: “I have now been removed as Dean
at the Cannes Lions School. Making the list of Deans ALL WHITE. Yes, even the
Roger Hatchuel Academy — the most diverse place at Cannes Lions.”
He explained that when he took this up with
Cannes Lions, he received a message from Steve Latham, head of talent and
training, that read: “With regards to RHA, my decision was selfish and not
thought through and for that I apologise. I was presented with a quick fix
solution during a stressful time but in hindsight, I would handle this
differently.”
Asefaw continued: “I can handle not continuing
as Dean regardless of my decade long commitment to the organisation and being
their ‘go-to’ for anything diversity. But what I can't handle, is the next
generation of creatives, from all over the World, lacking representation
because of a ‘QUICK FIX.’
In his Twitter thread, Asefaw also describes
his efforts to help the organization with its diversity program: “In ‘19 Cannes
launched their ‘Most Ambitious Diversity & Inclusion Program to Date’ as a
response to ‘less than 2% of attendees being POC or from underrepresented
communities.’ There was a massive media push & POC speakers, myself
included, became poster children of this ‘change.’
“Through my network, I brought in POC industry
leaders from the whole World to teach & inspire the 40 students in this
program. Those efforts were noted and Cannes saw, in connection to their ‘19
diversity push, an opportunity to market RHA ‘the most diverse place at Cannes
Lions.”
Asefaw has subsequently published the full
transcript of his tweets on Medium. After his comments on Twitter began to
attract attention on Monday, with some using the hashtag #comeoncannes,
Cannes Lions responded to his comments on social media including Twitter and
Instagram, writing: “We’re addressing everything Abraham Asefaw has said very intentionally, and welcome his criticisms to ensure
a mistake like this is not made again. We’ve reached out to him, but would like
to offer him a public apology.”
“We’ve worked with Abraham for over 10 years,
and should he wish to communicate with us in the future, we’d be more than
happy to work with him, and others, to ensure that we do not just aim for
diversity, inclusion and equality — but achieve diversity, inclusion and
equality.”
It added: “This is a particularly
disappointing moment for us at Lions, as the organization has been proud to
appoint increasingly diverse panels of jurors and talent.”
Asefaw responded late last night, posting
messages of support from RHA alumni and tweeting: “I’m not ignoring @Cannes
Lions public apology, but while digesting it and before addressing it, I want
to highlight some of the messages from the RHA alumni as they so vividly
highlight WHY representation matters.”
