Empowering Women Creatives: Tusker Partners with Cannes Lions for See It Be It Connect
The See It Be It Connect Program is an initiative by Cannes Lions designed to accelerate careers, provide mentorship, and promote gender equality in the creative and advertising fields.
Tusker recently hosted the See it Be It Connect in partnership with Cannes Lions on 29th November 2025. This milestone underscores Tusker’s commitment to supporting the creative and advertising industries in Kenya, particularly by advancing gender equality and empowering women through mentorship.
The See It Be It Connect Program is an initiative by Cannes Lions designed to accelerate careers, provide mentorship, and promote gender equality in the creative and advertising fields. It will bring together mid- to senior-level women creatives and marketers to discuss their craft, leadership, and careers.
According to Government and industry reports, Kenya’s creative economy has expanded into a dynamic and promising sector, contributing more than 5% to the country’s GDP, with projections suggesting the industry could contribute up to 10% of GDP if fully supported by the end of 2025.
The See It Be It Connect falls at an opportune time, giving women working in the creative sector the opportunity to hold conversations about opportunities to establish leadership and career progression, all while exploring the future of representation and achieving the industry’s full potential.
Speaking on the partnership, Brigid Wambua, Senior Brand Manager, Tusker, said,
“Supporting the See It Be It initiative by Cannes is a natural decision for us at Tusker Kenya. It aligns perfectly with our commitment to support the creative industry. We believe that enabling an inclusive creative ecosystem will unlock the industry’s full potential. As a cultural and expressive brand, we champion Kenyan creativity and want to see it shine on the world stage.
In partnering with Cannes Lions on the See It Be It Festival, we are investing directly in the women who shape our stories, influence innovation, and contribute meaningfully to the economic growth of our country.”
Over the years, Tusker has invested in platforms that showcase and elevate creative talent, including its support for the Young Lions Kenya competition, which saw young Kenyan creatives compete on the global stage at the prestigious Cannes Lions. Through Tusker Nexters and Oktobafest, Tusker has also been supportive by engaging local creative agencies, artists, storytellers, and filmmakers through advertising collaborations, skills-building sessions, and initiatives that expose the latter to global best practices.
The East Africa Breweries Plc. (EABL’s) sustainability report highlighted the economic impact of providing booths to over 500 vendors, artists, and event partners across the East African region at the OktobaFest Festivals, contributing to the company’s profit for the period ending June 2025. Such efforts reflect Tusker’s belief in the power of creativity not only as a cultural asset but also as a driver of economic and social progress.
Through this sponsorship, Tusker Kenya reaffirms its belief that creativity is part of the country’s heritage and must be protected by everyone. Empowering women leaders will help unlock the creative economy’s full potential by providing platforms, opportunities, and support for talent to thrive and innovate.