Dubai Lynx, in collaboration with Middle East Communications Network (MCN) and its agencies, part of Omnicom, has revealed the launch of See It Be It: Connects in the MENA region.
See It Be It: Connects is a high-impact leadership programme designed to accelerate the careers of women across the creative, media and marketing industries into leadership roles. Delivered at the Cannes Lions International Festival of Creativity, See It Be It is a globally recognised initiative created to elevate and support women in the creative industry.
Taking place on 7 October 2026 during Dubai Lynx Creativity Week, the programme is designed around its core pillars of confidence, resilience, adaptability and negotiation.
Kamille Marchant, Director, Dubai Lynx, said, “Dubai Lynx exists to champion creative excellence across MENA and that excellence must be representative of the industry it serves. With research from the Creative Equals showing that less than 30 per cent of Creative Directors are women, regional touchpoints like See It Be It Connects: MENA is important in driving real change. This initiative is about elevating women shaping the industry and strengthening the creative ecosystem as a whole.”
See It Be It: Connects is designed to help build a stronger regional community of future female leaders – bringing together leading voices from across the industry to create meaningful connections, practical learning and long-term momentum, opening doors to global opportunities across borders and generations.
Since launching in 2014, the programme’s mission has been clear: to achieve equal gender representation of creative leaders globally.
Lizzie Dewhurst, Chief Communications Officer, MCN, part of Omnicom, said, “Across MCN and our family agencies, diversity, equity and inclusion are central to how we grow our business and that of our clients. See It Be It Connects: MENA is critical to accelerating more women into leadership roles and nurturing their progression. By investing in high-potential talent today, we are helping shape a more representative, resilient and future-ready creative industry for the region.”
Over the last decade, See It Be It has grown into a worldwide community of more than 150 creatives, with an impact that continues long after the programme ends. 75 per cent of alumni are promoted within 12 months, while 63 per cent now operate at Creative Director level or above.
Through this regional edition, MCN and its agencies, in collaboration with key partners including Unilever, Nestlé, Snap Inc., Emirates and Advertising Business Group, is convening a cross-industry community of multinational, influential brands, platforms and industry leaders to help shape a more connected, representative and future-ready creative ecosystem across MENA.
Priya Sarma, Corporate Affairs and Sustainability Head, Unilever B&W GCC, Turkey, Pakistan & Bangladesh, said, “Advancing women into leadership isn’t just a DE&I priority – it’s a business imperative. When women lead, industries and companies gain access to a wider spectrum of ideas, consumer insight, and decision‑making that fuels innovation. Companies with gender‑balanced leadership outperform because they reflect the communities and consumers they serve. Elevating women isn’t only the right thing to do – it’s the key to unlocking the next frontier of growth and competitiveness.”
Eleni Kitra, CEO and Executive Director, Advertising Business Group, said, “Advancing female leadership requires collective action. As the region’s industry platform, ABG supports initiatives that strengthen the pipeline and drive long-term progress.”
The programme will feature a curated agenda of conversations exploring the realities of leadership in today’s creative industries – from ambition, confidence and burnout to resilience, negotiation and career progression.
Bringing together alumni, senior leaders, brand partners and cross-generational voices, the programme will unpack how definitions of success, power and identity are shifting across workplaces and markets. Sessions will also examine cultural intelligence as a leadership strength, what inclusive leadership looks like in practice, and how allyship can move from intent to action.
Applications are now open for See It Be It: Connects, inviting women across the creative marketing industry with a minimum of five years’ experience to apply.
The programme will be delivered in English, with participants required to be based in – or able to travel to Dubai.
