Cannes Lions, the global festival celebrating creative excellence in advertising and marketing, has unveiled the highly anticipated list of the 2025 See It Be It cohort, a programme dedicated to advancing the careers of women and non-binary talent in the global creative industry. Among the 20 selected creatives from 14 markets worldwide is Aidovhioghie Anani, Deputy Creative Director at X3M Ideas, Nigeria, marking another significant milestone for African representation in international advertising and media.
The See It Be It programme, now in its 11th year, provides mentorship, masterclasses, and exclusive access to industry leaders at the Cannes Lions International Festival of Creativity, which will take place from June 16 to 20, 2025. For the first time, this year’s cohort includes participants from Trinidad and Tobago and Venezuela, reflecting the programme’s expanding global reach.
Impact of See It Be It Since Its Inception
Since its inception in 2014, 75% of See It Be It alumni have been promoted, and 63% now hold Creative Director roles or higher, underscoring the initiative’s impact on breaking gender barriers in the creative industry.
Frank-Starling, LIONS’s Chief DEI Officer, emphasized the programme’s role in addressing gender imbalances: “Despite women making up 55.6% of the advertising workforce, only 24% globally are Creative Directors. See It Be It exists to bridge this gap and equip creatives with the tools to thrive.”
Esteemed Mentors for the 2025 Cohort
This year’s cohort will receive guidance from Mentor Atiya Zaidi, CEO & Chief Creative Officer at BBDO Pakistan, alongside Alumni Tutors Estefanía López, Strategy Director, Connections, TBWA\Chiat\Day New York, USA, and Nicky Lorenzo, Founder & Executive Creative Director, Twice on Sunday, USA.
Reflecting on her role, Lorenzo said, “See It Be It was a driving force for my own growth, and I hope to offer the same support to this year’s cohort. Now, more than ever, we must uplift women who deserve recognition.”
Anani will be the third Nigerian to participate in the Cannes Lions See It Be It programme. In 2023, Esosa Osagiede, then Deputy Creative Director at Leo Burnett Nigeria, was selected for the programme. Earlier, in 2017, Adebola Adegbulugbe of Insight Publicis Nigeria was among 15 women globally chosen for the programme.
Global Representation in the 2025 Cohort
Other members of the 2025 Cohort include Chief Creative Officer, Piña Colada, Venezuela, Natasha Lashly; Creative Director, Lonsdale Saatchi & Saatchi Advertising Ltd, Trinidad and Tobago, Tuere Kareem; SVP, Strategy Director, Arnold Worldwide, USA, Archana Mahadevan; Senior Creative, Howatson+Company, Australia, Charlotte Berry; Senior Art Director & Co-founder, Peloton Interactive & AZN AMERICANA, USA, Connie Chweh; Senior Copywriter, VML Santiago, Chile, Daniela Cabezas Narbona; Copywriter, Wieden+Kennedy Amsterdam, Netherlands, Érika Moreira; Associate Creative Director, DAVID Madrid, Spain, Giulia Ferrarezi; Group Creative Director, Tribal Worldwide Romania, Romania, Irina-Andreea Blanșek; and Creative Director, BBDO Pakistan, Pakistan, Jawahira Javed among others.
With representation from Africa, Asia, Europe, and the Americas, this year’s See It Be It cohort is set to shape the future of creativity further. The programme is a unique opportunity for Anani and her fellow participants to gain global exposure and drive change in their industries.