"Getting access to all these incredible female role models also makes you realise how much you've lacked them in the past."
What is it?
See It Be It was launched as a response to the gender imbalance in our industry – an estimated 25% of agency creatives are women, and only 11% will reach creative director level – with the ultimate aim of changing the ratio of women leaders in agency creative departments.
A select group of 15 women are chosen each year. They take part in a series of main stage seminars curated specially for the programme, get behind-the-scenes jury room access to learn what goes into stand-out campaigns and benefit from specially designed workshops with awarded senior creatives. They also have one-to-one mentoring with a host of the most respected industry leaders and a range of networking opportunities at their fingertips.
Since its launch in 2014, the programme has put three groups through their paces, and each year participants are encouraged to pass on the benefits of their experience as they progress and continue to advocate for industry gender equality.
Cannes Lions will cover flights and accommodation for the duration of the programme (Sun 18 - Weds 21 June) as well as provide a complimentary Complete pass.
How are participants chosen?
Each year we look for people who are:
Work in advertising
marketing, filmmaking, innovation, editorial, design, PR or related discipline
Mid to senior level
with at least 5 years’ experience but less than 10
in internal, local, regional and/or international competitions
Active in social media
a published thought-leader or speaker
A Festival first-timer
who hasn't judged or attended Cannes Lions before
Fluent in English
comfortable talking to media and addressing an audience
A team including representatives of Cannes Lions and the See It Be It Ambassador review candidates and create a shortlist for follow-up interviews. We aim to include many creative disciplines, companies, industries and nationalities, however there are no quotas for these criteria as selection is based entirely on suitability.
The final 15 women chosen each year will be those we believe can most benefit from the experience and advocate strongly for industry equality.
Madonna Badger – Chief Creative Officer and Founder, Badger & Winters
Madonna Badger is the Founder and Chief Creative Officer at Badger & Winters, an advertising, branding and design agency that was named a 2016 Ad Age Small Agency Award winner. The agency specialises in building brand love with women and has worked with brands including Avon, Chanel, Cover Girl, Diane Von Furstenberg, Godiva, Nordstrom, Pepsi, P&G, and Vera Wang.
It also recently launched a #WomenNotObjects campaign, aimed at removing imagery that objectifies women, which was recognised in the 2016 #Femvertising Award for Social Impact and shortlisted for three Cannes Lions. Madonna has been touted to speak at a host of engagements on gender equality and the harm that the objectification of women in advertising has on youth as well as business.
Here’s what some of our past alumni had to say
"As we heard again and again, it's not about men (or women for that matter) doing "right" for women. It's actually the bright thing to do for our industry. Diversity raises the bar. It's profitable. It looks forward."
"You can walk away with a new group of allies and with higher goal posts in which to measure your own success."