March 4, 2025
Cannes Lions has announced the 20 participants taking part in the 2025 See It Be It programme, representing 14 markets with Trinidad and Tobago and Venezuela included for the first time. Now in its eleventh year, the initiative aims to create a platform for women and non-binary people who face diversity challenges in the industry and enable them to become drivers for change in their respective regions by providing access to high-profile leaders, executive coaching, and mentoring opportunities with senior figures from across the industry.
Frank Starling, Chief DEI Officer, LIONS, said: “The See It Be It programme was established in response to the industry’s gender imbalance. Despite women representing 55.6% of adland’s workforce according to the 2024 IPA Agency Census, research from the Creative Equals states that only 24% of women globally are Creative Directors. As the industry’s gender gap widens, it’s more important than ever that we continue to provide global creatives with the tools to excel in their careers to help bridge this gap. This year, the programme received more than 1500 applications, showcasing its impact and the work put in by our impressive network of alumni. This collective continues to help grow our See It Be It community and pave the way forward for the industry. Congratulations to the 2025 cohort, and a big thank you to our alumni for all the work they do in furthering the impact of See It Be It.”
Taking place at the Cannes Lions International Festival of Creativity, between 16 and 20 June 2025, the programme includes mentorship opportunities and private masterclasses with industry leaders, as well as backstage access and session invitations tailored to each participant’s career goals.
The 2025 cohort will be supported by Mentor Atiya Zaidi, CEO & Chief Creative Officer, BBDO Pakistan, Pakistan, and Alumni Tutors Estefanía López, Strategy Director, Connections, TBWA\Chiat\Day New York, USA, and Nicky Lorenzo, Founder & Executive Creative Director, Twice on Sunday, USA.
Commenting on her appointment, Lorenzo said: “The ability to act as steward for this incredible cohort of immensely talented individuals is truly a privilege. See It Be It was – and continues to be – a driving force of inspiration, learning, and growth for me, and I hope to facilitate the same for this year’s cohort as they embark on this incredible journey. Now, more than ever, is the time to uplift women who deserve recognition and sponsorship.”
López added: “This cohort of incredible creatives honours the legacy of See It Be It and marks the first year of a new decade for the programme. It doesn’t get more iconic than this. Their voices will be pivotal in reshaping the future of our industry. As their tutor and friend, I look forward to helping them unlock their potential and realize that leadership isn’t about justification – it’s about owning your strengths and helping others do the same.”
Madonna Badger, See It Be It Chairperson and Ambassador, Founder/CEO/Chief Operating Officer, BADGER AGENCY, added: “As we celebrate 11 years of See It Be It, it’s clear that fostering diverse talent is no longer optional – it’s essential. This year’s cohort is a generation of creatives who aren’t just shaping the future – they’re redefining it with every bold idea and breakthrough. You’re proving that a more inclusive industry is not just possible, but unstoppable.
Through the pillars of negotiation, confidence, and resilience and adaptability, we will build together the tools to face any challenge with strength and grace. We can’t wait to see how you lead, inspire, and transform the industry. Your future is bright, and we are so excited to be in your star light!”
The 2025 cohort are named as follows:
Kyra Matthews – Associate Creative Director (Copy) from UAE & India has been selected as a participant at this year’s programme – where she’ll join 19 other creatives from various countries around the world.
Matthews is among the distinguished creatives who will benefit from this career-changing experience, reinforcing the UAE’s growing influence in the global creative landscape. This selection highlights the exceptional talent emerging from the region and presents a significant opportunity for Matthews to bring diverse Middle Eastern and South Asian perspectives to the international stage.
The Founders International Network will serve as the official media partner for See It Be It 2025. Stories from the cohort and the programme’s alumni will be shared via its podcast channel.
Further information on this year’s Festival can be found at canneslions.com.
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