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Cannes Lions

Embedding inclusion at LIONS

We have become a strategic partner to LIONS, the organisation behind the world’s largest gathering of creatives marketers, for a number of years. Together we have built their confidence to be a leading force and voice in the creative inclusion.

The challenge


The LIONS organisation was continually under fire for missteps around inclusivity. Through a competitive pitch process with a number of consultancies, we were selected as long-term partners to guide them through organisational change. 


Our response


Starting with our inside out inclusion diagnostic, we surfaced the barriers and enablers for inclusion across the organisation. Using a mixture of interviews, listening sessions, surveys and observations, we presented an insight-led analysis to shape the future direction. This was combined with our built-in coaching ethos to increase understanding and confidence around inclusion across the organisation. We embedded learning through a mixture of toolkits, learning sessions, ad-hoc advisory and communications counsel, and have continued this process through overhauls of areas such as the judging process. 


What we delivered


  • Inside out inclusion diagnostic

  • 20+ leadership 121 interviews 

  • 20+ customer interviews

  • Listening sessions with 50+ colleagues

  • Bespoke learning programmes for colleagues

  • Bespoke leadership training 

  • Process redesigns for key organisational areas

  • Online training for Cannes Lions judges 


The impact

  • Inclusive behaviours integrated across LIONS

  • Becoming an inclusion beacon within Ascential

  • 1000s+ delegates reached through new inclusion initiatives

  • Improved industry reputation for inclusivity

“There are a lot of cookie cutter solutions out there. I've been pitched many! With The Unmistakables, I have never felt like a cookie cutter solution has been put in front of me. It always feels Lions first, personalised and relevant. Their attention to detail, the experience design, and facilitation is top-notch.” – Simon Cook, CEO, Cannes Lions


Hear about Simon's experience of working with us on the 'How I Became' podcast with Charles Parkinson.

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