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See It Be It

See It Be It is the LIONS initiative aiming to achieve equal gender representation of creative directors and leaders across the global industry.

Gender representation in the marketing and advertising industry shapes the perception of gender in society. That's why we are committed to fair and equal representation both in front of and behind the camera.

We have been partnering with the Geena Davis Institute in Gender in Media since 2015 to study the imbalanced representation of gender (but also race/ethnicity, LGBTQ+, disability, age, and body size) in advertising. And the work of the 3% Movement shows that women are heavily outnumbered by men in senior creative positions across the world. This is why we created the See It Be It programme in 2014. Since launch, over 100 women from 31 countries have participated in our week-long programme.

The See It Be It programme is designed to accelerate women into senior creative roles. The 15 selected participants each receive a VIP Cannes Lions experience, with access to mentoring and learning with some of the leading lights in our industry. We received a record-breaking number of 797 applications from 70 countries in 2020.

In Partnership with VERIZON 150

The See It Be It Chair: Madonna Badger

Madonna Badger is the Founder and Chief Creative Officer at Badger & Winters, an advertising, branding and design agency that was named a 2019 Ad Age Small Agency Award winner. Badger & Winters specialises in building brand love with women and has worked with brands like Avon, Chanel, Cover Girl, Diane Von Furstenberg, Godiva, Nordstrom, Pepsi, P&G, and Vera Wang. The agency has produced work for over 40 countries in 27 languages. Badger has been at the heart of See It Be It for many years and is central to the programme’s expansion.

“I have listened to the inspiring, ‘against all odds’ stories and challenges of rising female leaders from all over the world. It makes me proud to see how this programme has paved the way for them and continues to challenge the gender gap between male and female creative directors.”

Madonna Badger

Founder and Chief Creative Officer

Badger & Winters

The See it Be it Ambassador:

Swati Bhattacharya takes emotional storytelling for brands to a level where they break free from the constrains of media, formats, platforms, and speak to consumers as ideas that make an impact to their lives. Start with the consumer, she says, as the only reason why brands exist, is because they serve a human need. Her ideas reflect the deep conviction that it is the “responsibility of brands to inspire people to create the kind of world they deserve”

Under her leadership, FCB India has won more than 160 awards including Glass Lion, Gold Lions, Clio Golds, D&AD Yellow Pencil and 3 Spikes Grand Prix . Her work has transformed FCB Ulka’s creative reputation making it the NO1 most awarded Indian Agency. And making her the 5th most awarded creative director in Asia ( campaign brief asia ranking 2021). She was the Cannes See It Be It Ambassador in 2019/2020.

Acknowledging that women have historically faced challenges from a socio-cultural expectation point of view, she advocates a “culture of generosity” that allows women employees an opportunity to balance work and life in a way that enriches both, instead of one suffering at the hand of the other. Especially for young mothers, she believes that the time spent with her family or children actually adds to their experience of life in a way that results in better creativity at work and richer stories for the brands.

See It Be It 2022 Finalists

Allie Steel, Australia, Senior Writer, DDB

Anastasia Simone, Hong Kong, Senior Art Director, Leo Burnett

Andrea Auz, Ecuador, Creative Director, Paper

Denise Tee, Philippines, Creative Consultant

Ellen Fromm, Netherlands, Associate Creative Director, AKQA Amsterdam

Geetanjali Jaiswal, India, Senior Creative Director, McCann

Javiera Wuth, Chile, Senior Copywriter, Pedro Juan y Diego

Karo Gómez, Mexico, Social Media Strategist, MediaMonks

Lauren Ferreira, USA, Creative Director for Apple, TBWA\Media Arts Lab

Letícia Rodrigues, Brazil, Associate Creative Director, FCB Brazil

Mica Gallino, Mexico/USA, Brand Creative Director, Nike

Nedal Ahmed, Japan, Senior Writer, Wieden + Kennedy Tokyo

Rachel Chew, Singapore, Associate Creative Director, Ogilvy

Rosa Guerrero, Dominican Republic, Creative Leader, MoM Marketing of Minds

Roxana Nita, Romania, Creative Director, DDB Romania

Sabine Stromsky, UK, Senior Creative Art Director, Edelman UK

Soleil Badenhop, Philippines, Associate Creative Director, Gigil

Stephanie Cajucom, USA, Creative Director, Translation

Sumita Maharaj, Australia, Design Director, RE Agency

Teresa Verde Pinho, Brazil, Creative, AKQA Sao Paulo

Tescia Deak, USA, Creative Director, BBH USA