See It Be It is a Cannes Lions initiative that addresses the gender imbalance in senior creative leadership. We believe that greater diversity across the industry leads to better, more representative work, and that this has the power to create a better world.


See It Be It is a career development and acceleration programme for women in the creative communications industry who face diversity challenges and want to lead the way for change.

It provides executive training, mentoring and exclusive networking opportunities while nurturing a community of like minded ambassadors who are encouraged and supported to bring the learning back and help others.

In partnership with:


It is estimated that women make up 46 percent of the advertising industry, but account for just 11 percent of creative directors.

Access and exposure are a huge part of the path to leadership. If you can't 'see' the sort of leader that you might become, the less likely you are to 'be it'.

Meet the 2018 See It Be It Participants

  • Sally Alzaza

    Senior Art Director

    J. Walter Thompson MEA

  • Rita Anyango

    Creative Director, Project Manager

    Crossroads Digital Multimedia

  • Lama Bawady

    Senior Copywriter

    Leo Burnett Beirut

  • Dominique Curtis

    Senior Copywriter

    R/GA Austin

  • Deniz Dülgeroğlu


    Rafineri Ad Agency

  • Karen Ferry

    Senior Copywriter

    Leo Burnett Sydney

  • Jessica Gomes

    Digital Copywriter

    Lapis Raro

  • Lauren Haberfield

    Art Director

    McCann Paris

  • Leah Juaymah Mababangloob

    Senior Art Director

    LEGO System A/S

  • Maribel Maneiro

    Creative Director


  • Melanie Matlock


    J. Walter Thompson Atlanta

  • Harshada Menon

    Associate Creative Director

    Ogilvy & Mather Mumbai

  • Prajakta More

    Conceptual Creative

    Geometry Global

  • Lydia Pang

    Creative Director


  • Meghan Patenaude

    Art Supervisor

    McCann Health New York

  • Alexandra Sobiecki

    Associate Creative Director


  • Gayatri Sriram

    Digital Creative Head – Delhi


  • Erica Stevens

    Senior Art Director


  • Alexandra Vaca

    Associate Creative Director


  • Simina Zidaru

    Senior Copywriter



Future female creative leaders will be chosen to take part in this year's exclusive programme of events. They should be:


marketing, filmmaking, innovation, editorial, design, PR or related discipline


with at least 5 years experience but less than 10


in internal, local, regional and/or international competitions


a published thought-leader or speaker


who hasn't judged or attended Cannes Lions before


comfortable talking to media and addressing an audience


See It Be It is a programme designed to identify and support aspiring, female creative directors, by providing them access to great content, industry luminaries, and each other.

Successful See It Be It applicants will be flown to Cannes and provided with accommodation and a Festival delegate pass. They will be immersed in a unique, curated programme of seminars, mentoring sessions, and meetings with industry leaders, both male and female.

It's an experience that raises profile, expands contacts, builds confidence and accelerates participants down the path to leadership.


A select group are chosen each year. They take part in an exclusive series of seminars curated especially for them, 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, guidance and stewardship from this year's specially selected Ambassador, Chloe Gottlieb, Chief Creative Officer, R/GA and a range of networking opportunities at their fingertips.

Since its launch in 2014, the programme has put four 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.


A team including representatives of Cannes Lions and the See It Be It Ambassador will review candidates and create a shortlist for follow-up interviews. Everyone who applies will be notified whether they made the shortlist, but unfortunately we're unable to provide individual feedback.

Successful candidates will be creative women from all walks of life and corners of the globe. We expect 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 women chosen will be those we believe can most benefit from the experience and advocate strongly for industry equality.

Chloe Gottlieb


Chloe Gottlieb

Chloe is a strategic creative leader skilled in creating connected experiences for global clients and their customers. As the Chief Creative Officer for the R/GA U.S. region, she partners with Taras Wayner to guide hundreds of multidisciplinary teams toward the creation of breakthrough products, services, and communications for global brands such as Nike and Samsung.

Chloe was named one of the "Most Creative People in Advertising" by Business Insider in 2014 and 2015. Her work for Nike, Nokia, Verizon, Alvio, and the Ad Council has garnered the industry's most esteemed awards at top competitions including the Cannes Lions, One Show Interactive, the CLIOs, the ADC Annual Awards, and the ANDYs. Chloe has been named a New York Times Digital Scholar and published an article on data-driven motivation in Business Week.

Throughout her career, Chloe has served on juries for high-profile award shows including the Cannes Lions, the London International Awards, and One Show Interactive, and has spoken at events such as SXSW, IxDA, and Interaction South America. A graduate of The New School Media Studies graduate program, Chloe has also shared her expertise by teaching at Carnegie Mellon, SVA, and Miami Ad School.

Madonna Badger


Madonna Badger

Dubbed the Lioness Who Roared, 30-year advertising veteran and founder of #WomenNotObjects, Madonna Badger remains Chief Creative Officer leading the brand, design, and advertising driving Badger & Winters' success.

In 2016, after announcing that she and her agency would no longer create imagery that objectifies women, the agency won Advertising Age Northeast Small Agency of the Year and the Gold award for best Digital Campaign for #WeSeeEqual, P&G's global platform to take on unconscious bias. #WomenNotObjects was awarded the first-ever United Nations award for Social Development Goal #5 for Gender Equality. One year later, Badger & Winters won the JCPenney Agency of Record business with a new brand platform that focuses on what unites Americans in this time of deep division. The agency is also AOR for Calia by Carrie Underwood, a brand they designed from the ground up for Dick' sporting Goods, and is proud to work with clients including P&G, MetLife, Pepsi, EA, Beam Suntory, Vera Wang, Diane Von Furstenberg, Godiva, and Rodan and Fields.

Prior to founding Badger & Winters at the age of 29, Madonna began her career at Esquire and Madame Figaro in Paris, before launching the first issue of Allure. In 1990, she joined Calvin Klein and her work on the Mark Wahlberg and Kate Moss campaigns for the launch of CK One helped reinvent the company.

Madonna has been featured in Vogue and WWD, named one of Daily Variety's "The Gotham 50," Crain's "Forty under Forty," and has spoken at such events as Cannes Lions 2016, the Forbes Women's Summit, and a Clinton Global Initiative panel on advertising and gender bias.


Sally Hastings

"For me, the SIBI network is the thing that makes the program different. We help each other up. We celebrate each other's wins. And it's what I cherish most."

Sally Hastings

Associate Creative Director, Heat

Scarlett Montanaro

"You walk away with a new group of allies and with higher goal posts in which to measure your own success."

Scarlett Montanaro

Creative, 18 Feet & Rising

Lauren Smith

"I am more powerful – and can empower more – if I both use and assist my network. We rise up together, and together, we can go so far. Not just for the cause of women in leadership, but for the whole industry."

Lauren Smith

Senior Writer, 72andSunny


See It Be It is the kind of exclusive programme no one else gets to have and exposes you to contacts and learnings that will catapult your career forward.

Get in touch Contact us to learn more about this career-altering experience


Join Cannes Lions, alumni from the festival's See It Be It programme and global creative leaders at events dedicated to the celebration and representation of women in the creative industry.

Keep an eye out for future See It Be It events

See It Be It 2018 Application

Please fill in the form below with as much detail as you can. The See It Be It team will be in touch with further information after the application deadline closes on 16 March.

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