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The Caribbean to Make Historic Debut at Cannes Lions During Caribbean Heritage Month

Naadiya Mills

— 3 min read
The Caribbean to Make Historic Debut at Cannes Lions During Caribbean Heritage Month

In celebration of Caribbean Heritage Month, Caribbean Social Studies (CSS) proudly announces its international debut at the 2025 Cannes Lions Festival of Creativity. For the first time in the festival’s history, the Caribbean will be represented as a unified creative force, marking a milestone moment for the region and its global diaspora.

The Caribbean’s Hidden Edge: The Strategic Key to Global Creative Equity, hosted at Inkwell Beach on Friday, June 20 at 2 PM, will spotlight the region’s untapped potential to drive the future of the global creative industry. Curated by Caribbean Social Studies founder Naadiya Mills, the session will spotlight the Caribbean’s untapped potential to drive the future of the creative industry. It brings together global leaders of Caribbean heritage across technology, entertainment, strategy, and brand to explore how microregions like the Caribbean offer not only cultural value — but a strategic edge.

Panelists include:

  • Frank Starling, Chief DEI Officer, LIONS
  • Petra Vincent, Innovation Executive and former McKinsey Digital Lead
  • Robin Johnson, Founder, Indie Creator Society; formerly Netflix and Apple
  • Rebecca Auguste, CMO, Founder of AugusteHQ
  • Moderated by: Cheyenne Cameron-Pruitt, DEI Program Lead, FleishmanHillard; Senior Leader, Cannes Can: Diversity Collective

Caribbean Social Studies Roots

Hailing from the smallest sovereign nation in the Western Hemisphere, founder Naadiya Mills was first introduced to the world of advertising and branding not in a boardroom, but in her grandfather’s tiny island shop. From that vantage point, she quietly observed how packaging, messaging, and design could shape the behaviors and choices of her close-knit island community. It sparked an early fascination: how do ideas ripple from the global stage to local impact and back again?

Her curiosity evolved into a career in global advertising, with roles at BBDO, Ogilvy, and BrightHouse (Boston Consulting Group). Along the way, she began to recognize that the very traits she had long taken for granted — strategic thinking, cultural fluency, and a natural sense of precision — were in fact highly valued in the creative industries.

These qualities, she realized, were deeply connected to the lived experience of growing up in a remote island context, where resourcefulness, adaptability, and clarity are necessities rather than luxuries.

That insight sparked a deeper investigation: interviews with Caribbean creatives, collaborations with government and cultural institutions, and the development of mentorship programs and creative bootcamps. The findings were clear: the Caribbean isn’t just culturally rich — it’s strategically poised to be a major player in the global creative economy.

The Caribbean’s Strategic Advantage

Although the Caribbean represents just 1% of the global population, its influence across music, design, tech, and cultural innovation is wildly outsized. And yet, the region remains systemically underfunded, underrepresented, and misunderstood in the global creative economy.

This panel seeks to shift that narrative, positioning the Caribbean not as a niche contributor, but as a blueprint for inclusive innovation rooted in resilience, cultural fluency, and strategic precision.

From Rihanna to Robin Johnson, Caribbean talent has long shaped global culture. Now, the conversation turns to infrastructure, access, and equity. With insights from leaders across sectors, the panel will unpack how investing in the Caribbean’s creative systems is not just ethical — it’s a strategic imperative for the industry’s future.

Why This Moment Matters

This is more than symbolic—it’s catalytic. As the Caribbean’s creative economy continues to expand, it offers a forward-thinking model for building ecosystems that are inclusive, globally relevant, and rooted in cultural excellence.

What to Expect from the Panel:

  • Actionable insights for investors, institutions, and cultural stakeholders
  • A closer look at what gives the Caribbean its competitive edge in creativity
  • Fresh perspectives on how microregions can lead global innovation

Register to attend the panel in Cannes: https://lu.ma/z73tqty8

With Gratitude to Inkwell Beach and the Cannes Lions Team

We extend our deepest thanks to the Cannes Can: Diversity Collective for their partnership and belief in this milestone. Their commitment to inclusion has opened up vital space for communities like ours to lead, participate, and reshape global conversations.

About Caribbean Social Studies

Caribbean Social Studies was founded to bridge the gap between the Caribbean’s extraordinary creative talent and the global systems that can help it thrive. Through insight-driven editorial, strategic global convenings, and diaspora engagement, CSS is laying the groundwork for a sustainable, world-class creative industry rooted in Caribbean brilliance.

To support our mission — subscribe, partner, or donate.

This panel marks a major step forward. We invite the world to listen.

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