See It Be It

Diversity in the spotlight at Cannes Lions 2016

Diversity has never been bigger than it was on the main stages at Cannes Lions this year. And we have produced a new report bringing together some of the main issues on the topic.

Read the report

See it be it in 2017

See It Be It will take place again at the 2017 Cannes Lions International Festival of Creativity. Further details will be announced in the new year. If you are interested in finding out more please email us here.

Get in touch


How participants are chosen:

Each year we look for people who are:

  • Part of the branded communications industry; advertising, marketing, film-making, innovation, editorial, design, PR or a related discipline
  • A creative; copywriter, art director, strategist, technologist, developer, designer, writer/producer or similar
  • Mid to senior level; with at least 5 years’ experience but less than 10
  • An award-winner; in internal, local, regional and/or international competitions
  • A Festival first-timer; who hasn't judged or attended Cannes Lions before
  • Fluent in English, comfortable talking to media and addressing an audience
  • Active in social media, a published thought-leader or speaker


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.


See It Be It is a tailored, Cannes Lions initiative, aiming to accelerate the career progression of high-potential senior creative women and change the ratio of female leaders in agency creative departments.

Diversity was pivotal to the 2016 Festival programme, with more focussed sessions and speakers on the stages than ever before, including Gender Equality is No Laughing Matter, hosted by the Girls’ Lounge; Unleashing the Power of Diversity in Tech, Hosted by Girls who Code and keynotes by Madonna Badger, CCO of Badger and Winters and Kim Getty, President, Los Angeles – Deutsch.

Launched in 2014, See it Be It is a response to industry gender imbalance. Fewer women than men are joining creative ranks and even less will climb the ladder. Worldwide, it’s estimated that only 25% of agency creatives are female and just 3% reach Creative Director level.

The programme aims to address this issue by developing high-potential creative women and bringing them to the attention of the industry. Raising profiles, expands contacts, building confidence and accelerating participants down the leadership path.

Three cohorts have now been through the programme, coming to Cannes Lions as special guests of the Festival. They take part in a curated series of main stage seminars, with behind-the-scenes jury room access, specially-designed workshops with awarded senior creatives, one-to-one mentoring from a raft of the most respected, inspiring industry leaders and exclusive networking opportunities.

See It Be It is a proven career-accelerator, also focused on increasing impact by ensuring participants pass on the benefits of their experience as they progress and continue to advocate for industry gender equality.
2014 Alumni, Cheyney Robinson, the recently appointed Chief Experience Officer of Isobar EMEA/APAC, who returned to SIBI in 2016 as a mentor, said:

“See It Be It offered the single most powerful dimension (once missing) in my career – a shared mission with a rising global network of incredibly inspired, talented women – who together, can accomplish any task set forth. This, with access to the very best of what Cannes can offer, will open doors, shatter glass ceilings of bias and inequity and offer new and exciting futures for this year’s very worthy group of creative women.”


In 2016...

Marta Fraczek 
Saatchi & Saatchi/Interactive Solutions, Poland

Marina Cuesta

Krystle Mullin

Ulrika Plotniece

Katherine O’Brien
Code & Theory, 

Carrie Dunn

Lucy-Anne Ronayne
Havas London

Diana Triana
J. Walter Thompson

Scarlett Montanaro

Natasha Romariz Maasri 
Ogilvy & Mather

Jade Tomlin
Hugo & Cat

Knox Balbastro

Lauren Smith
TBWA\Media Arts Lab

Miruna Macri

In 2015...

Mara Binudin - Creative Director/Design & Conceptual Art Direction
Mariana Borga - Creative Director, JWT Sao Paulo
Marta Caseny – Creative Director, VCCP
Tove Eriksen Hillblom - Copywriter, Forsman & Bodenfors
Katherine Glover – Copywriter, DDB South Africa
Sally Hastings - Senior Art Director, Heat
Kia Heinnen - Senior Art Director, Droga5
Maddy Kramer - Senior Art Director, VML
Nikki Lindman - Senior creative, BBH London
Ilia Márquez - Senior Copywriter
Yumiko Ota

In 2014...

Nivedita Agasha - Creative Group Head, DDB Mudra Group
Juliana Ardila - Art Director
Biba Cabuquit - Associate Creative Director, DM9JaymeSyfu
Celeste Dalairac - Regional Creative Director, Saatchi & Saatchi London
Stefanie DiGianvincenzo - Creative Director
Jenna Livingston – Copy Director, Goodby, Silverstein & Partners
Erica Pressly - Associate Creative Director, Droga5
Cheyney Robinson - Chief Experience Officer, EMEA & APAC, Isobar
Jem Robinson - Design Director, FreeAssociation
Ulrike Schumann - Freelance Copywriter, Owner of Dotti's
Angie Sun - Creative Producer, Moonbot Studios
Melo Xu