Dubai Lynx, MCN launch MENA edition of ‘See It Be It’ to advance women in creative leadership
The programme is delivered in partnership with industry stakeholders, including Unilever, Nestlé, Emirates, Snap, and the Advertising Business Group, alongside regional agencies and platforms
27 April, 2026
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Dubai Lynx, in collaboration with Middle East Communications Network (MCN) and its agencies, said on Monday it has launched the MENA edition of its ‘See It Be It’ leadership programme, aimed at accelerating women into senior roles across the creative, media and marketing industries.
The initiative, titled “See It Be It: Connects,” will take place on October 7, during Dubai Lynx Creativity Week.
Applications opened on Monday and will close on September 9.
The programme is delivered in partnership with industry stakeholders, including Unilever, Nestlé, Emirates, Snap, and the Advertising Business Group, alongside regional agencies and platforms.
Originally launched at the Cannes Lions International Festival of Creativity in 2014, See It Be It is designed to support women in the global creative industry.
Organisers said it has grown into a network of more than 150 creatives, with 75 per cent of participants promoted within 12 months and 63 per cent now working at creative director level or above.
The MENA edition will focus on three core pillars: confidence, resilience and adaptability, and negotiation. It will include sessions addressing leadership challenges, career progression, burnout, cultural intelligence and inclusive leadership.
Priya Sarma, head of Corporate Affairs and Sustainability at Unilever GCC, Turkey, Pakistan and Bangladesh, said advancing women into leadership was a business imperative, adding that gender-balanced leadership improves innovation and decision-making.
Lizzie Dewhurst, chief communications officer at MCN, said the programme aims to accelerate women into leadership roles and strengthen the regional creative industry’s talent pipeline.
Kamille Marchant, director of Dubai Lynx, said fewer than 30 per cent of creative directors globally are women, citing industry research, and added that regional initiatives are needed to drive structural change.
Eleni Kitra, CEO and executive director of the Advertising Business Group, said collaboration across the industry is essential to build long-term progress in female leadership.
The programme is open to women with at least five years of experience in the creative marketing industry.
Participants must be based in, or able to travel to, Dubai.





















