See It Be It

Empowering women creatively

See It Be It is an acceleration programme, designed for women working in communications industry who face diversity challenges in the industry. It provides executive training, mentoring and exclusive networking opportunities while nurturing a community of like-minded ambassadors and mentors who are encouraged and supported to bring the learning back and help others.

Dubai Lynx rescheduled to September 

In light of recent developments in respect to COVID-19 we have taken the difficult decision to postpone the Dubai Lynx Festival. As a festival, our priority is absolutely the safety of our attendees, delegates and team. We are going to reschedule the festival to 6-9 September 2020.

Please note that all entries will be valid for the new festival dates along with passes and awards seats purchased. We will keep you updated with further information.

Due to the changed dates, See It Be It Finalists will be announced on 5 May 2020.

Shortlist announced

Congratulations to all who have been shortlisted for Dubai Lynx See It Be It 2020.

Amina Malik, Senior Account Executive, IMPACT BBDO, Dubai
Caroline Michaelis, Senior Art Director, J. Walter Thompson Dubai
Felita Figueredo, Account Director | Digital Planning + Optimisation, Hill+Knowlton Strategies, Dubai
Foram Divraniya, Senior Copywriter, Serviceplan ME, Dubai
Gina Maayeh, Social Media Account Manager, OMD - Omnicom Media Group, Dubai
Karien Mulder, Senior Content Creator, FP7 McCann Dubai, Dubai
Katie Handfelt, Copywriter, Memac Ogilvy, Dubai
Mariem Letaief, Senior Account Manager, J. Walter Thompson Tunis
Michelle Abboud, Design Director, J. Walter Thompson KSA
Nadia Deghayli, Associate Creative Director, Leo Burnett Beirut, Beirut
Nerine Gardiner, Senior Copywriter, FP7 McCann, Dubai
Noura Assaf, Senior Art Director, Leo Burnett Beirut, Beirut
Nourhan Moaz, Associate Creative Director, Fp7McCann, Cairo
Rosina Casserly, Strategic Planner, Saatchi & Saatchi, Dubai
Rusol Tamimi, PR Account Manager, Hill + Knowlton Strategies, Dubai
Senka Music, Creative Lead, Geometry, Dubai
Sneha Sharma, Sr. Social Media Manager & Conceptual Creative, Memac Ogilvy , Bahrain
Sonal Chadda, Group Communication Director , Leo Burnett, Dubai
Yasmin Shehab, Digital Account Director, FP7McCann Cairo, Cairo
Zeina Eissa, Executive Producer, BEE Media Productions, Cairo

About See It Be It

See It Be It Dubai provides access to great content and industry luminaries, as well as gives women an opportunity to share experiences and discuss the challenges they face.

The simple, central idea is that if you can’t see it, you can’t be it. So by shining a light on the participant and helping to illuminate the path, we can help them to achieve their potential, and in doing so inspire others along the way as creative leaders.

We offer

• A curated executive learning programme
• Exclusive mentoring sessions with industry leaders, both male and female
• Access and exposure to the most influential leaders in the industry
• Profile building opportunities and support as a See It Be It Advocate
• A VIP experience including complimentary Festival Pass


We are looking for women who are:

Part of the branded communications industry in MENA region; advertising, marketing, film-making, innovation, editorial, design, PR or a related discipline, or those who have an interest in a career in these disciplines (e.g. those who have studied in this area).

Comfortable speaking in English (the programme will be in English).

Based in MENA region and able to travel to Dubai on their own cost, if they are chosen to participate.
Participants will have to cover the cost of accommodation.

The Application Process

12 January See It Be It opens for application
7 February Application deadline
23 February See It Be It shortlisted participants announced
5 May See It Be It finalists announced
5 September See It Be It participants arrive in Dubai
6 to 9 September See It Be It at Dubai Lynx Festival of Creativity

Potential candidates should fill out a dedicated application form. Please be sure to add your photo and bio.

Everyone who applies will be notified whether they made the shortlist, but unfortunately, we are unable to provide individual feedback.

Successful candidates will be notified and receive a complete Festival pass, curated Festival content, exclusive mentoring and networking.

Applications are now closed. For any enquiries, please contact Anna Tomasetti on

See It Be It Ambassador 


Amy Mowafi - Co-founder and CEO, MO4 Network

Amy's message

“I am absolutely thrilled to be part of SIBI this year. At MO4 Network the majority of our departments are led by creative, talented and powerful women, and I have seen first hand the impact that empowering young female creatives can have when it comes to the growth and sustained success of a creative organisation but more importantly the impact it has on the types of stories that are told in media and advertising. Creative women whose voices are heard inevitably build brand and media narratives in which women are more powerfully represented. So the work that SIBI does to support and galvanize women working in creative industries is not only inspiring but incredibly important. I can’t wait to meet and learn from everyone involved.”

Amy Mowafi is the co-founder and CEO of the MO4 Network, one of the region's leading creative digital agencies and media companies. With seven digital publications to her name (CairoScene, CairoZoom, ElFasla, Scene Noise, StartUpScene, Scene Arabia and Scene Eats), a readership in the millions daily, and an agency portfolio of over 140 clients across the Middle East (including the likes of Coca-Cola, Uber, Red Bull, Nestle, P&G, Marriott, Four Seasons and more), you would think by this stage Amy would have figured out how to CEO, or at least to adult. The reality is each day is an entrepreneurial rollercoaster ride of emotion, fire-fighting, rolling about in the muck, big wins and epic fails all punctuated by regular trips to the bathroom to cry. But she wouldn't have it any other way because each day, she gets to be part of a team of 250 incredible talents who wake up each morning and unleash their creativity building powerful stories about the people, places, movements and brands shaping the region. And she gets to do so in a deeply diverse and inclusive environment where no one cares where you came from, what you studied, where you worked or who you sleep with, only that you're willing to work you ass off making things happen. Before founding MO4 with her three younger brothers, Amy - who grew up in the UK - graduated from the University of Bath with a BSc in Business Administration and then spent the first decade of her career as a writer and the managing editor of a well-known regional lifestyle magazine (this was before social media was invented). She is also a published author who for a few fleeting moments of notoriety in the mid-noughties was dubbed the Carrie Bradshaw of the Middle East but sadly without the sex or designer shoes. She considers her greatest achievement to be the fact she made two humans - Maya 7 and Momo 5 - who have thus far been kept clean and relatively well fed.

See It Be It Leads


Hira Mohibullah – Executive Creative Director, BBDO Pakistan. See It Be It Cannes Alumnus

Hira's message

“On paper, See It Be It is a program created to boost the careers of female creatives and set the gender balance right in the workplace. But in reality: It’s a sisterhood, a creative school, a slumber party and a big warm hug, all rolled into 2 power-packed days! Looking forward to sharing this experience with 10 talented female creatives this year at Dubai Lynx!”

Hira Mohibullah, the most awarded female creative in Pakistan, has been using the power of advertising to impact social change in the country. She prides herself upon creating insightful campaigns that have gone big with little or no media budgets, winning her more than 170 International Advertising Awards including Cannes Lions, Clios, D&AD, London International Awards, Spikes Asia, Dubai Lynx and more. Her most notable campaigns are UN Women's #BridalUniform (#56 on WARC100) and UNWomen’s #BeatMe (Gunn Top 100 Campaigns of 2017 and a Gold Clio winner)

Hira currently works at BBDO Pakistan as Executive Creative Director and is one of 15 women selected for the Cannes Lions See It Be It programme in 2019. She has spoken at TEDxLahore, been featured amongst the top industry at The Vowss 2018 (Cannes Lions Fringe Event) and been on the jury for Mobius Awards, Adstars and Effie Pakistan.

A mother of two, Hira is an advocate for gender balance at the workplace and has helped set up a day-care room in the office to encourage more working mothers to join the workforce.


Lucy Harvey - Managing Director, H+K Strategies Middle East

Lucy's message

“Supporting See It Be It 2020 is really important to me. The programme gives ten ambitious young women a chance to discover strengths and weaknesses they have not yet explored, and develop a new support network across the Middle East. I see the difference in confidence it has made for our increasingly successful 2019 alumni and I can’t wait to meet a new group this year.”

As Managing Director in the Middle East, Lucy supports major clients, strategy, crisis planning and training across the region, with a particular focus on integrated content and communications campaigns, and crisis training.

With experience of working with some of the world’s biggest brands and also government, Lucy uses strategic insight and team work to create stories that have real impact with internal and external audiences. She has a particular passion for developing multi-media content for announcements, launches, and campaigns that cross communication disciplines.

Her training work specializes in facilitation skills of large groups and workshops, in addition to developing crisis scenarios and media training for events and launches.

Since 2010, Lucy has been a key component of the regional H+K leadership team, first as General Manager of Abu Dhabi and subsequently as General Manager of Dubai. She has further led integrated communications and senior counsel within practices, including overseeing Marketing Communications.

Clients in the Middle East across multiple sectors and campaigns have included Twitter, Flash Entertainment, adidas, Mubadala, Tecom, Yahsat, TDIC, British Council, Mashreq and flydubai.

Lucy worked at freud Communications in London across international FMCG clients including Asda (part of the Wal-Mart group and at the time the biggest PR account in the UK), Pepsi, Gatorade and Nike. Before that she worked at The Press Association (national news agency for the UK), and specialist agencies for Food & Beverage and Broadcast communications.

Lucy graduated from St. Edmund Hall, University of Oxford, UK, with a BA in English Language and Literature.

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