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In partnership with

LIONS Talent

See It Be It

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.

See It Be It 2020 - 2021 Finalists

Allie Steel, Senior Copywriter, M&C Saatchi

Ana Carolina Gomez Guzman, Social Media Director, Together W/

Andrea Auz, Creative Director, Paper

Denise Tee, Creative Director, Wunderman Thompson HK

Ellen Fromm, Senior Copywriter, Colenso BBDO

Geetanjali Jaiswal, Independent Creative Director, India

Javiera Wuth, Senior Copywriter, McCann

Lauren Ferreira, Creative Director, Droga5

Leticia Rodrigues, Senior Art Director, Wunderman Thompson

Mica Gallino, Creative Director, JOAN Creative

Nedal Ahmed, Senior Writer, 72andSunny Amsterdam

Rachel Chew, Creative Group Head, BLKJ

Rosa Guerrero, Creative Supervisor, Publicis Dominicana

Roxana Nita, Group Creative Director, Cheil Romania

Tescia Deak, Creative Director, Grey West

“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, Chief Creative Officer, FCBUlka

As Ambassador, Swati Bhattacharya will guide and advise the 15 finalists. Bhattacharya is one of India’s most influential female CCOs, leading a team of 113 people at FCBUlka, and working on brands as diverse as Unilever, Dominoes, Times of India, ITC and DSM. She began her career as a copy trainee at JWT and throughout her 24 years in the industry she has won numerous creative awards, including Cannes Lions and the prestigious Dada Saheb Phalke, India's highest award in cinema. Her passion for equality and the development of talent is reflected in the work she creates and the culture she has fostered within FCB and across the Indian creative community.

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.

See It Be It Podcast

Listen to an exclusive new audio series featuring our alumni in conversation with their mentors and allies. This intimate podcast brings See It Be It alumni together with the women who have been instrumental in offering guidance throughout their careers.