See It Be It

Essential information

See It Be It Dates

19 – 23 June 2016

Programme Overview

An exclusive programme to accelerate career progression of high-potential senior creative women, addressing the gender imbalance in agency creative departments.

What's included?

  • A Cannes Lions Complete pass
  • Accommodation
  • Return economy flights to Nice
  • Curated Festival content
  • Bespoke sessions
  • Exclusive events
  • Jury room access
  • Meet & greets with speakers
  • 1 to 1 mentoring

“Women and girls are eager to see marketing that celebrates their strength and agency – when marketers deliver these messages, the cultural and economic impact is significant.”

Sheryl Sandberg, COO, Facebook; Founder, LeanIn.Org

“Since half the population are women, the idea that we would be tying one hand behind our back in terms of economic development of any sort is crazy.”

Anne M. Finucane, Global Chief Strategy and Marketing Officer, Bank of America


Significantly fewer women than men are joining creative ranks and even fewer are climbing the ladder. Worldwide, it’s estimated that less than 25% of agency creatives are female and just 3% are creative directors.

We created See It Be It in 2014 to help address this issue.

Each year we undertake a global search for a group of the most high-potential creative women whose development we can assist with and who we can bring to the attention of the industry. They are invited to Cannes Lions for an exclusive programme of talks, jury room access and mentoring. The group also work on a task tackling industry gender diversity in a practical way after the Festival concludes, and share what they have learned.

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

2016 Participants

Marina Cuesta
Associate Creative Director
Dieste, United States

Marina Cuesta is Associate Creative Director at Dieste Inc., a multicultural advertising agency based in Dallas. She joined in 2014, to work for clients such as GOYA, Duracell, P&G Orgullosa, Gillette and Florida International University.

She began her career as a copywriter in TBWA/SPAIN. In 2012 she joined the Spanish agency CHINA Madrid, where she strengthened the creative team and acquired new clients. Her professional trajectory has garnered immense success. Her campaigns have been recognized in a variety of international festivals, Cannes Lions, El Sol, El Ojo de Iberoamérica, FIAP and Club de Creativos.

She is an excellent communicator and deeply invested in the growth and development of junior-creatives. She has collaborated with the creative school Zink Project! and European University of Madrid, where she also participated in a conference during the Communication Week, a prestigious event which brings together the most relevant social communicators.

Atiya Zaidi
Executive Creative Director
Ogilvy & Mather Karachi, Pakistan

"A story saved me. I was at a crossroads in my life and about to quit my college, Chelsea college of Arts and Design, London, when I remembered a story my mother told me as a child. On a perilous journey a magical voice tells the travelers, “Don’t turn back or you will turn into stone, don’t turn back!” If I had turned back and chosen a life of comfort back home rather than being a single parent to a 10-month-old baby and a full-time student, I would have turned into stone. This is the power of an impactful story, and that’s what I want to master.

"With so many doubts lulling one to sleep at night, I dragged myself through to graduation and lived to tell the tale. My fears made me fearless and that’s what I applied in my career. Advertising is what I know, yet I know nothing and that’s the most exciting thing about life. There is so much more to learn, to explore and to be amazed with. As a mother of two kids, I’ve made it this far, but I am not there yet. "

Marta Fraczek 
Senior Copywriter
Saatchi & Saatchi/Interactive Solutions, Poland

I always wanted to be an academic researcher, but while writing my thesis, I realised I was doing something only few people will read and I won’t inspire much change. So at 23 I decided to try the creative industry.

I joined Saatchi&Saatchi four years ago. I work as a writer and a creative in an individual team, handling multichannel campaigns for all the agency’s international and local clients such as P&G (Gillette, Always, Pampers), Milka, Novartis, Jacobs, Microsoft and Alivia Oncological Foundation. The diversity of clients helps me in choosing and learning the right tools and always leaves some space for goodvertising.

I am lucky to work with a great team and creative directors who tend to leave us much work space and inspire us to deal with problems and find solutions that also suit our creative temper.

I always worked in a girls-team and we were usually assigned to more feminine briefs but successfully fought that stereotype, winning some “masculine” projects to work on and proved that creativity has no gender, doing a good job for Old Spice, Gillette or handling guns while shooting at monsters…

Ulrika Plotniece
Creative Director

My career in the advertising industry started at the beginning of 21st century. At that time, the industry was only seven years old and there were no possibilities to study advertising. My first Creative Director chose me because of my strange name - Ulrika - hoping that if my parents were creative maybe I would be too.

I learned copywriting on the job and after getting my Masters degree in Social Sciences, returned to the University of Latvia to create my own course "Creating copy" and organised a practice in creative agencies so that other students could learn something specific about creativity from the industry.

After eight years in advertising, I found DDB - the agency where I could grow professionally. For me the greatest professional achievement is about the creation of movement or changing patterns, habits of how people see, think or do things. Working here helped me create award-winning campaigns for my clients.

Besides advertising, I'm on my way to another Masters degree; this time in psychology. I'm also a close friend of running. I've run seven official marathons in three continents. Addiction to endorphins produced by running made me create another award winning campaign about running my first marathon in NYC. 

Krystle Mullin
Senior Writer
FCB, SIX, Canada

When Krystle was in grade two she wrote a 55-page story about a zombie-vampire who attacked a school in Brampton, Ontario, Canada, and ate all the kids’ brains. Her mother met with concerned school officials, and the prognosis was that she had an active imagination, but could benefit in an editing lesson.

She’s been writing, and working on downsizing her word count ever since.

She has worked at a number of creatively renowned shops in Canada, and her advertising has been recognised at award shows around the world. She is currently an ACD at FCB/SIX in Toronto.

Katherine O’Brien
Associate Creative Director
Code & Theory, United States

Originally from Vancouver, B.C., Katherine O’Brien is an Associate Creative Director at Code & Theory in NYC. After graduating from Miami Ad School, Katherine began working at Grey New York as a copywriter before moving to Translation, then to Code & Theory where she has been for the past year.

Throughout her career she has created campaigns for brands such as The NFL, E*TRADE, Value City Furniture, Sprite, NBA, State Farm, McDonald’s, Bud Light, Maybelline, Chandon and Burger King. Her work has been recognised at Cannes Lions, D&AD, The One Show, AICP, The CLIOs and The Webbys.

When she’s not at the office, Katherine is most likely to be found watching or performing stand-up and sketch comedy around NYC.

Lucy-Anne Ronayne
Associate Creative Director
Havas London, United Kingdom

Born in Dublin and bred in Saint Martins, Lucy-Anne is a Creative Director at Havas London. She began her career in 2008 as one of the Work Club originals and over the years has worked with brands such as Jonny Walker, Heineken, adidas, G.H. Mumm and Rimmel London. She currently heads up global creative for Solgar and VO5.

In 2013, she became a contributing editor of Riposte Magazine; described by PSFK as an "Intelligent magazine for powerful women that challenges Cosmo's feminine ideal". And in 2014 was named a winner of the Women Of Tomorrow Awards; an initiative established by the UK's IPA and Campaign magazine in partnership with Facebook to celebrate the industry’s female leaders to watch.

She has judged the D&AD professional awards, the Shots Awards, She Says Young & Awesome and the IAPI Junior Cannes Lions Irish representatives; and is a 2016 forewoman for D&AD New Blood.

Lucy-Anne is based in Hackney and in raised eyebrows.

Carrie Dunn
72andSunny, United States

Carrie Dunn is a Writer at 72andSunny with over six years of agency experience. Currently working on Starbucks, she shapes their initiatives from product campaigns to brand citizenship causes. Previously, she was a lead creative at AKQA where she concepted and executed six global Levi’s campaigns. Her work includes the Live In Levi’s Project; a digital/social platform that re-launched the Levi’s brand, reconnected them to their fans, and re-established their iconic status. She has also worked with brands such as adidas, Oakley, Red Bull and Xbox.

In 2015, Carrie was a keynote speaker at AKQA Insights, a thought leadership seminar. Her original thesis, entitled The Network Effect, analyzed the social behaviors of both animals and humans to find more efficient ways of working. Carrie was named a 2014 MVP of the AKQA San Francisco office, an honor nominated by peers and awarded by agency leadership.

Originally from Portland, Oregon, Carrie now lives in Los Angeles. She is an avid runner, biker, sports fan and bookworm. Once, she was accused of being ‘suspiciously friendly.’

Diana Triana
Creative Director
J. Walter Thompson, Colombia

Hola. I´m Diana Triana, copywriter in J. Walter Thompson and one of the few women who serves as a Creative Director in Colombia.

This year, I had the honor of being selected as one of the Women to Watch, an award that is given to different women in the world for their contribution to the advertising industry.

In 2015 J. Walter Thompson selected me as High Potential, recognition that took me to New York to receive a training that changed my way of thinking. Part of this transformation has influenced the decision to focus my efforts, not only in the brands of the industry, but also the people around it.

That’s why, from this year on, I decided to take the time to form new creatives from the academy, and I have to say that this experience is amazing, because is the perfect stage to teach and learn at the same time.

Scarlett Montanaro
analogfolk, UK

Scarlett Montanaro is a Creative at AnalogFolk London where she joined in 2013 working across clients such as Sainsbury's, Malibu and Absolut. Beyond the walls of the agency, she co-founded the social enterprise CRACK + CIDER, which allows Londoners to buy essential items for rough sleepers that are then distributed to shelters and soup kitchens across the capital. It gained £55,000 in public donations and she’s currently planning to expand to San Francisco this winter.

As a member of the Young Creative Council since 2012, Scarlett has most recently lead a partnership with Creative Equals to increase opportunity for young female Creatives in the industry. She's also a guest lecturer at UAL (University of the Arts London) on the subject of Creativity for Good and blogs for The Huffington Post on topics including entrepreneurialism, homelessness and women in advertising.

Natasha Romariz Maasri
Associate Creative Director
Ogilvy & Mather, BRAZIL

Natasha was born in Brazil, but is also Lebanese and has lived all over the place. For the past three years she has been Senior Creative at Ogilvy Rio working on global and local accounts such as Coca-Cola, Glaxo, UNICEF, SC Johnson & Billboard Magazine amongst others.

Her advertising career began at Leo Burnett Beirut where she spent a total of five years, having started right after getting her Masters in Graphic Design. While there she worked on a variety of accounts, from luxury brands, to DIAGEO, local Lebanese brands to regional and global P&G accounts such as Always, Herbal Essences, Koleston, Camay, Pert Plus for the Middle East, Africa, Pakistan, Central and Eastern Europe and Turkey. She also took an 18-month hiatus during which she moved to Italy, studied fashion design and ended up working for the UN.

Natasha has won awards in Cannes, Golden Drums, D&AD, John Caples, Dubai Lynx, Mena Effies Epica and El Ojo.

Creative Group Head
Hugo & Cat, UK

Hi I’m Jade, Creative Adventurer since graduating from Central St. Martins 8 years ago. I’ve always been driven by ideas for brands.
I work at Hugo & Cat where I’m a Creative Lead for brand experience, messaging design, films, global web pages, apps & social for world class brands such as Sony, Royal Mail, Lancôme and Black & Decker.

I always look for ways to apply creative value to business needs. I spend most of my energy with the Sony Global team, a brilliantly talented bunch where we aim to always ‘be brave not perfect’ with our clients and show creativity they might not have seen before to increase brand performance.

Last year I started Creative Adventures a side project where I run a series of Workshops and a Journal for young business owners. The principles shared were born from the advances of the information & connected age. I encourage creatives to think differently and try to spread optimism to the creativity-minded in a tech and financially driven world.

Lauren Smith
Associate Creative Director

After graduating with a major in English literature from the University of Michigan and a 120-page thesis on the use of the mise en abyme in three of Vladimir Nabokov’s novels, Lauren looked around the job market trying to figure out what industry would pay her to be creative. She found it as a Creative Assistant at RPA working on Honda.

From there, she went from Copywriter to Associate Creative Director at TBWA\Chiat\Day, learning everything from how to present to Lee Clow to how to concept button end lines with Jim Harbaugh; in essence, learning how to be a creative in advertising.

After countless new business pitches and campaigns for clients like Visa, Pepsi and Pedigree, she went to R/GA in LA to help them grow the pioneering work of Beats by Dre. Currently, she’s an ACD at TBWA\Media Arts Lab with the privilege of working on one of the most iconic brands in the world: Apple.

Her most recent project Take the Lead is her most meaningful yet, focusing on creating a gender-balanced workplace across the TBWA network through powerful creative work and impactful internal projects. She’s won awards from the Clios, Cannes, LIA, FWA, Yahoo! and the ANDYs.


Knox wanted to get into advertising because she thought it was so cool how ads could make her sing, laugh or cry. Little did she know that the making of these so-called ads also involved a lot of singing, laughing, and in odd moments, a bit of crying.

No matter. She’s managed to thrive in her almost 10 years in the industry. Currently 10 months into her role as regional ACD at DigitasLBi. She gets to play every day while handling amazing brands like Disney, Star Wars, Marvel, Unilever and the Shangri-La Group of Hotels.

Her work has a knack for collecting shiny trinkets– from a Singapore Digital AOY Gold to a Cannes ACT Tribute. She’s very proud to have been part of the, "It's More Fun in the Philippines" campaign, ranked number 3 on Warc 100: World's Best Marketing Campaigns of 2014.

A Filipino based in Singapore, raised in Saudi Arabia on a diet of American pop culture – she’s raring to fly to Cannes to meet with like-minded women and hopes to contribute her own unique perspective to the issue at hand.

Miruna Macri
Art Director
MRM/McCann, Romania

Soon after she graduated from Miami Ad School, Miruna started her career as an Art Director at Publicis Bucharest. From there, her focus went in the digital field and joined MRM//McCAnn Bucharest.

Throughout her career, she has worked for brands like LIDL, Renault, Nissan, Visa, Nestle, Coca-Cola, KFC, OMV, Uber, The Automobile Club of Romania, Paul, etc.

Her work has been recognized at Cannes Lions, D&AD, Eurobest, Golden Drum, New York Festivals, Fibra, Creativity International Awards, Applied Arts Magazine, Summit International Awards, ADDY’S, Young Guns, Internetics and many more.The FIBRA Awards jury named her “Art Director of the Year” in 2016.

When Miruna is not working, she plans holidays, is obsessed with number 11, does yoga and offers her design services to numerous family members and friends.

The See It Be It Ambassador

Sarah Watson
Chief Strategy Officer, BBH New York

We are proud to announce the appointment of Sarah Watson as the first See It Be It Ambassador. 

Sarah will champion the programme’s goals, act as an advisor, accompany participants during the Festival, provide mentorship and input into a special task the group will undertake.

Sarah joined BBH NY as the agency's first-ever CSO in 2011, where she has transformed strategy and planning, embedding it deep into the creative process and pushing for bigger, more resonant ideas across all media. Over the years, Sarah's strategic excellence led the creation of award winning work for clients like PlayStation, Netflix, Seamless, Johnnie Walker and Cole Haan.

Sarah is committed to finding and championing strategic talent from a wealth of backgrounds. She was responsible for spearheading the agency’s ‘Griffin Farley Search for Beautiful Minds’ – a three-day mentorship program culminating in a talent showcase in honour of a late colleague. She was a Trustee of Fawcett, the UK's leading gender equality campaigning organization for many years and now advises equality non-profits in America.

Sarah lives in Greenwich Village with her husband and 2 year old daughter.