The Open Arms founder + creative partner Jess Lilley and Howatson+Co senior creative Charlotte Berry selected for Cannes Lions 2025 See It Be It
Cannes Lions has announced the cohort for the 2025 See It Be It talent programme, designed to accelerate the careers of women and non-binary talent. The 2025 cohort selected for this unique learning and development programme includes 20 creatives from 14 markets, including from Australia, The Open Arms founder and creative partner Jess Lilley and Howatson+Company senior creative Charlotte Berry.
Lilley is a writer, creative director, broadcaster, and founder of The Open Arms. Her career began in Melbourne’s independent music scene before a move into advertising as a copywriter sparked a decades-long journey across the world as a commercial creative director. From Melbourne to Toronto to London and back, Lilley has worked across film, theatre, and radio, with her work earning recognition at Cannes Lions, D&AD, and Clios.
In recent years, she has focused on creating work with cultural impact and community benefit, co-founding values-driven creative company The Open Arms. She also co-hosts Spin Cycle, a weekly radio show and podcast dissecting the 24-hour news media cycle, and is a co-founder of West Footscray Arts, a non-profit dedicated to platforming stories from Melbourne’s western suburbs.
A copywriter and problem solver with a strategic edge, Berry has a background in strategy and connections planning, which has shaped a career delivering globally awarded work. Berry’s accolades include an ARIA, Clios, Effies, Global Cannes Young Lions, and recognition as a B&T Women in Media Rising Star—twice—as well as a spot on the 30 Under 30 list. Ambidextrous by nature, Berrt brings a unique perspective to creative problem-solving, always thinking with one hand and throwing with the other.
For the first time, this year’s Cannes Lions cohort includes representatives from Trinidad and Tobago and Venezuela.
Taking place at the Cannes Lions International Festival of Creativity, between 16 and 20 June 2025, the programme includes mentorship opportunities and private masterclasses with industry leaders, as well as backstage access and session invitations tailored to each participant’s career goals.
Since its launch in 2014, See It Be It has brought together over 100 women and non-binary people from 35 markets, with 75% of the programme’s alumni having been promoted and 63% now operating at a Creative Director level or above. More information on the programme is available here, and guidance on how to accelerate gender equity efforts can be found in The Progress Check: Gender report, exclusively on The Work.
The 2025 cohort will be supported by Mentor Atiya Zaidi, CEO & Chief Creative Officer, BBDO Pakistan, Pakistan, and Alumni Tutors Estefanía López, Strategy Director, Connections, TBWA\Chiat\Day New York, USA, and Nicky Lorenzo, Founder & Executive Creative Director, Twice on Sunday, USA.
Commenting on her appointment, Lorenzo said: “The ability to act as steward for this incredible cohort of immensely talented individuals is truly a privilege. See It Be It was – and continues to be – a driving force of inspiration, learning, and growth for me, and I hope to facilitate the same for this year’s cohort as they embark on this incredible journey. Now, more than ever, is the time to uplift women who deserve recognition and sponsorship.”
López added: “This cohort of incredible creatives honours the legacy of See It Be It and marks the first year of a new decade for the programme. It doesn’t get more iconic than this. Their voices will be pivotal in reshaping the future of our industry. As their tutor and friend, I look forward to helping them unlock their potential and realize that leadership isn’t about justification – it’s about owning your strengths and helping others do the same.”
The 2025 cohort are named as follows:
Aidovhioghie Anani, Deputy Creative Director, X3M Ideas, Nigeria
Archana Mahadevan, SVP, Strategy Director, Arnold Worldwide, USA
Charlotte Berry, Senior Creative, Howatson+Company, Australia
Connie Chweh, Senior Art Director & Co-founder, Peloton Interactive & AZN AMERICANA, USA
Daniela Cabezas Narbona, Senior Copywriter, VML Santiago, Chile
Érika Moreira, Copywriter, Wieden+Kennedy Amsterdam, the Netherlands
Giulia Ferrarezi, Associate Creative Director, DAVID Madrid, Spain
Irina – Andreea Blanșek, Group Creative Director, Tribal Worldwide Romania, Romania
Jawahira Javed, Creative Director, BBDO Pakistan, Pakistan
Jess Lilley, Creative Partner, The Open Arms, Australia
Karen Lopes, Senior Copywriter, DM9, Brazil
Katie Dean, SVP Creative Director, 21GRAMS, USA
Kelly M. Garcia, Copywriter, Apple, USA
Kyra Matthews, Associate Creative Director (Copy), UAE & India
Leena Gupta, Creative & Founding Member, Talented Agency, India
Mahima Kukreja, Independent Senior Creative Director, India
Natasha Lashly, Chief Creative Officer, Piña Colada, Venezuela
Pooja Ambulkar, Creative Director, Accenture GN Song, India
Renata Muratova, Creative Group Head, Progression CA, Kazakhstan
Tuere Kareem, Creative Director, Lonsdale Saatchi & Saatchi Advertising Ltd, Trinidad and Tobago
Frank Starling, Chief DEI Officer, LIONS, said: “The See It Be It programme was established in response to the industry’s gender imbalance. Despite women representing 55.6% of adland’s workforce according to the 2024 IPA Agency Census, research from the Creative Equals states that only 24% of women globally are Creative Directors. As the industry’s gender gap widens, it’s more important than ever that we continue to provide global creatives with the tools to excel in their careers to help bridge this gap. This year, the programme received more than 1500 applications, showcasing its impact and the work put in by our impressive network of alumni. This collective continues to help grow our See It Be It community and pave the way forward for the industry. Congratulations to the 2025 cohort, and a big thank you to our alumni for all the work they do in furthering the impact of See It Be It.”
Madonna Badger, See It Be It Chairperson and Ambassador, Founder/CEO/Chief Operating Officer, BADGER AGENCY, added: “As we celebrate 11 years of See It Be It, it’s clear that fostering diverse talent is no longer optional – it’s essential. This year’s cohort is a generation of creatives who aren’t just shaping the future – they’re redefining it with every bold idea and breakthrough. You’re proving that a more inclusive industry is not just possible, but unstoppable.
Through the pillars of negotiation, confidence, and resilience and adaptability, we will build together the tools to face any challenge with strength and grace. We can’t wait to see how you lead, inspire, and transform the industry. Your future is bright, and we are so excited to be in your star light!”
The Founders International Network will serve as the official media partner for See It Be It 2025. Stories from the cohort and the programme’s alumni will be shared via its podcast channel.
See It Be It is open to all women and non-binary people*.
For any enquiries, please get in touch at talentprogrammes@canneslions.com.
Further information on this year’s Festival can be found at canneslions.com.
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