Cannes Lions has announced the cohort for the 2025 See It Be It talent programme, designed to accelerate the careers of women and non-binary talent. The same comprises 20 creatives from 14 markets, with Trinidad and Tobago and Venezuela being represented for the first time and has 4 creatives participating from India as well.
The four Indian Creatives which have made it to the list, this time around are- Kyra Matthews, Associate Creative Director (Copy), UAE and India; Leena Gupta, Creative and Founding Member, Talented Agency; Mahima Kukreja, Independent Senior Creative Director; and Pooja Ambulkar, Creative Director, Accenture GN Song.
Taking place at the Cannes Lions International Festival of Creativity, between June 16 and 20, 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 and Chief Creative Officer, BBDO Pakistan, Pakistan, and Alumni Tutors Estefanía López, Strategy Director, Connections, TBWA\Chiat\Day New York, USA, and Nicky Lorenzo, Founder and Executive Creative Director, Twice on Sunday, USA.
The participants for Cannes Lions 2025’s See It Be It Cohort are as follows:
- Aidovhioghie Anani, Deputy Creative Director, X3M Ideas, Nigeria
- Archana Mahadevan, SVP, Strategy Director, Arnold Worldwide, USA
- Charlotte Berry, Senior Creative, Howatson+Company, Australia
- Connie Chweh, Senior Art Director and Co-founder, Peloton Interactive & AZN AMERICANA, USA
- Daniela Cabezas Narbona, Senior Copywriter, VML Santiago, Chile
- Érika Moreira, Copywriter, Wieden+Kennedy Amsterdam, the Netherlands
- Giulia Ferrarezi, Associate Creative Director, DAVID Madrid, Spain
- Irina – Andreea Blanșek, Group Creative Director, Tribal Worldwide Romania, Romania
- Jawahira Javed, Creative Director, BBDO Pakistan, Pakistan
- Jess Lilley, Creative Partner, The Open Arms, Australia
- Karen Lopes, Senior 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 Senior Creative Director, India
- Natasha Lashly, Chief Creative Officer, Piña 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
That said, the Founders International Network will serve as the official media partner for See It Be It 2025 and stories from the cohort and the programme’s alumni will be shared via its podcast channel.
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 programme’s alumni having been promoted and 63% now operating at a Creative Director level or above.
Commenting on the same, 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.”
To this, 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.”
Furthermore, Frank Starling, Chief DEI Officer, LIONS, also 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.”
Concludingly, Madonna Badger, See It Be It Chairperson and Ambassador, Founder/CEO/Chief Operating Officer, BADGER AGENCY, mentioned, “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!” she added.
