Josh Loebner of VML: “Accessibility and Inclusion Is an Invitation, Not a Checkbox”

Accessibility in advertising should not be treated as a checkbox exercise but as a cultural and creative opportunity, according to Josh Loebner, Global Head of Inclusive Design and Accessibility at VML.

Speaking during Latino US Day at Cannes Lions 2026, Loebner emphasized the importance of making campaigns both accessible and emotionally resonant.

“I don’t approach accessibility from a compliance perspective,” he said. “I focus on its intersection with culture.” He explained that inclusivity in creative work goes beyond technical requirements such as captions, audio descriptions, or accessible websites.

“It’s not just about opening a door,” he said. “It’s about inviting people with disabilities into the brand conversation to build loyalty.” Loebner added that meaningful accessibility requires collaboration with the communities it aims to serve.

“It’s not just checking a box,” he said. “It’s co-creating with people who were previously excluded to make work that is authentic and meaningful.”

He also highlighted the importance of representation in global industry spaces like Cannes Lions. “One in four people in the world has some form of disability, and that includes Latino populations,” he said. “We need to be here, where decisions are made, to show that inclusive communities are growing and here to stay.”