Dubai Lynx, in partnership with Middle East Communications Network (MCN) and its agencies, has launched See It Be It: Connects to the MENA region, a leadership program aimed at helping women in the creative, media and marketing sectors move into senior roles.
The initiative is the regional version of the globally recognized See It Be It program run at the Cannes Lions International Festival of Creativity. It will be held on October 7, 2026, during Dubai Lynx Creativity Week in Dubai.
Organizers said the program will focus on confidence, resilience, adaptability and negotiation skills, while also creating networking and mentorship opportunities for women professionals across the Middle East and North Africa.
Since its launch in 2014, See It Be It has built a global community of more than 150 creatives. According to organizers, 75 per cent of alumni are promoted within 12 months, while 63 per cent now hold Creative Director positions or higher.
The MENA edition is being developed with support from partners including Unilever, Nestlé, Emirates, Snap Inc., and Advertising Business Group.
Priya Sarma, Corporate Affairs and Sustainability Head, Unilever B&W GCC, Turkey, Pakistan & Bangladesh commented: “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.”
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.”
Kamille Marchant, Director, Dubai Lynx added: “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% 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.”
Eleni Kitra, CEO & 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.”
Applications are now open to women with at least five years of experience in the creative marketing industry. Submissions close on September 9, 2026. The program will be conducted in English, and applicants must be based in or able to travel to Dubai.
