LONDON: Dubai Lynx and Middle East Communications Network, or MCN, are bringing the global “See It Be It” program to the MENA region, in a move aimed at widening the pipeline of women into leadership roles across advertising, media and marketing.
The regional version, called “See It Be It: Connects” — a spinoff of the premier four-day career acceleration program for women held annually at the Cannes Lions International Festival of Creativity — will be delivered during Dubai Lynx Creativity Week in October and will bring together emerging female talent, senior industry leaders and brand partners for discussions on leadership, progression and the realities of working in the creative industries.
“We need regional touchpoints like ‘See It Be It: Connects: MENA’ if we are serious about driving change,” said Kamille Marchant, director of Dubai Lynx.
“This initiative is about elevating women shaping the industry and strengthening the creative ecosystem as a whole.”
The program comes at a time when gender imbalance remains a persistent issue in creative leadership.
Dubai Lynx said that research from Creative Equals showed women held less than 30 percent of creative director roles, underscoring the need for more structured support and visibility for women in the industry.
The sessions will cover topics including confidence, burnout, negotiation, resilience and career progression, while also looking at how leadership is changing across markets and workplaces.
Since its launch in 2014, “See It Be It” has built a global alumni network of more than 150 creatives.
Dubai Lynx said that 75 percent of alumni were promoted within 12 months, while 63 percent now worked at creative director level or above.
The MENA version is being backed by brands and industry partners including Unilever, Nestle, Snap Inc., Emirates and the Advertising Business Group, which will help to shape the program and its wider industry conversations.
Applications are now open to women working in the creative and marketing industries with at least five years’ experience. Participants must be based in — or able to travel to — Dubai, and the program will be conducted in English.
