Cannes Lions has announced the cohort for the 2025 See It Be It talent program, designed to accelerate the careers of women and non-binary talent. The 2025 cohort selected for this unique learning and development program includes 20 creatives from 14 markets, with Trinidad and Tobago and Venezuela being represented for the first time. Taking place at the Cannes Lions International Festival of Creativity, June 16-20, the program includes mentorship opportunities and private masterclasses with industry leaders, as well as backstage access and session invitations tailored to each participantโs career goals.
Since its launch in 2014, See It Be It has brought together over 100 women and non-binary people from 35 markets, with 75% of the programโs alumni having been promoted and 63% now operating at a creative director level or above.
The 2025 cohort will be supported by Mentor Atiya Zaidi, CEO and chief creative officer, BBDO Pakistan, Pakistan, and alumni tutors Estefanรญa Lรณpez, strategy director, Connections, TBWAChiatDay New York, and Nicky Lorenzo, founder and executive creative director, Twice on Sunday, USA.
Lorenzo said, โThe 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 yearโs cohort as they embark on this incredible journey. Now, more than ever, is the time to uplift women who deserve recognition and sponsorship.โ
Lรณpez added, โThis cohort of incredible creatives honors the legacy of See It Be It and marks the first year of a new decade for the program. It doesnโt 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 isnโt about justification–itโs about owning your strengths and helping others do the same.โ
The 2025 cohort are named as follows:
–Aidovhioghie Anani, deputy creative director, X3M Ideas, Nigeria
–Archana Mahadevan, SVP, strategy director, Arnold Worldwide, USA
–Charlotte Berry, sr. creative, Howatson+Company, Australia
–Connie Chweh, sr. art director & co-founder, Peloton Interactive & AZN AMERICANA, USA
–Daniela Cabezas Narbona, sr. copywriter, VML Santiago, Chile
–รrika Moreira, copywriter, Wieden+Kennedy Amsterdam, the Netherlands
–Giulia Ferrarezi, associate creative director, DAVID Madrid, Spain
–Irina – Andreea Blanศek, group creative director, Tribal Worldwide Romania
–Jawahira Javed, creative director, BBDO Pakistan, Pakistan
–Jess Lilley, creative partner, The Open Arms, Australia
–Karen Lopes, sr. copywriter, DM9, Brazil
–Katie Dean, SVP creative director, 21GRAMS, USA
–Kelly M. Garcia, copywriter, Apple, USA
–Kyra Matthews, associate creative director (Copy), UAE & India
–Leena Gupta, creative & founding member, Talented Agency, India
–Mahima Kukreja, independent sr. creative director, India
–Natasha Lashly, chief creative officer, Piรฑa Colada, Venezuela
–Pooja Ambulkar, creative director, Accenture GN Song, India
–Renata Muratova, creative group head, Progression CA, Kazakhstan
–Tuere Kareem, creative director, Lonsdale Saatchi & Saatchi Advertising Ltd, Trinidad and Tobago
Frank Starling, chief DEI officer, Lions, said, โThe See It Be It program was established in response to the industryโs gender imbalance. Despite women representing 55.6% of adlandโs 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 industryโs gender gap widens, itโs 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 program received more than 1,500 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.โ
Madonna Badger, See It Be It chairperson and ambassador, founder/CEO/chief operating officer, Badger Agency, added, โAs we celebrate 11 years of See It Be It, itโs clear that fostering diverse talent is no longer optional–itโs essential. This yearโs cohort is a generation of creatives who arenโt just shaping the future–theyโre redefining it with every bold idea and breakthrough. Youโre proving that a more inclusive industry is not just possible, but unstoppable.
โThrough the pillars of negotiation, confidence, and resilience and adaptability, we will build together the tools to face any challenge with strength and grace. We canโt 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!โ