See It Be It

Empowering women creatively

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

In partnership with:

Why See It Be It?

The simple, central idea is this: if you can’t see it, it’s that much harder to be it. So by shining a light on creative women, capable of steering the industry of the future and helping to illuminate the path, we can help them to achieve their potential, and in doing so inspire others along the way.

Every element of the programme is designed to help female creatives achieve their full potential in their career

Congratulations to the See It Be It finalists

With the ever-changing landscape of our creative business, I’m excited to see that our finalists span equivalently diverse roles. From creative directors in major network agencies to content platforms like VICE, from creative controller to cultural strategist, it’s evident that there are more hungry female talents amongst us than we think. From the quality of submissions, it is heartening to see that many weren't just looking to hone their own skills but genuinely want to know how they can help other women in their organisation and community achieve more. This selfless act is the best wish for a program like this to create a bigger impact beyond Spikes Asia.

Valerie Madon

The 2019 See It Be It finalists

  • Hannah McElhinney

    Senior Creative

    VICE APAC, Australia

  • Hui Chong Yong

    Senior Planning Manager, S.E.A

    ADK, Singapore

  • Mai Kaneda

    Senior Copywriter / Senior Experience Designer

    McCann Health Japan

  • Meyvi Wedelia

    Associate Creative Director

    Toaster Ltd, Singapore

  • Nikki Sunga

    Creative Director

    BBDO Guerrero, The Philippines

  • Paige Lee

    Senior Art Director

    Leo Burnett, Singapore

  • Priyanka Joshi

    Creative Controller

    Ogilvy, Mumbai, India

  • Rica Facundo

    Cultural Strategist

    Iris Singapore

  • Sidra Salman

    Associate Creative Director

    Synite Digital, Pakistan

  • Zara Kok

    Creative / Art Director

    72andSunny, Singapore

About the Programme

Spikes Asia See It Be It will offer ten participants:

• A curated executive learning programme, with exclusive workshops and meetings with inspirational female leaders from our content programme
• Exclusive mentoring sessions with industry leaders, both male and female
• Close-knit international network of aspiring female creative directors
• 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 and accommodation. Please note, airfares to Singapore to attend See It Be It are not included.

Ongoing support

Support and opportunities continue after the event

• A global event series to cultivate local community and support network
• Ongoing mentoring and alumni programme
• Opportunity to learn from and share with the wider See It Be It community


We are looking for ten women who are:

Part of the branded communications industry; 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 Singapore or able to travel to Singapore if they are chosen to participate.

The Application Process

15 July – See It Be It opens for application
16 August – Application deadline
Early Sept – 2019 - See It Be It participants announced
24 Sept 2019 - See It Be It participants arrive in Singapore
25 to 27 Sept - See It Be It at Spikes Asia Festival of Creativity

Potential candidates should fill out a dedicated application form.

The deadline for applications is 16 August 2019.

The See It Be It Singapore team will review candidates and create a shortlist for follow-up interviews.

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.

If you are unable to access the online application form, please contact Ryhn Lee at


Valerie Madon

Valerie Madon

From the young age of 5, Valerie was happiest when she could paint. Her love for art led her to an amazing 20-year creative career, building brands and creative solutions for the likes of Hewlett-Packard, Procter & Gamble, Singapore Airlines, HSBC, Burger King, VISA, Singapore Tourism Board, Changi Airport, Central Provident Fund, Shell and many others.

In 2010, Valerie was made the first female chairperson in the history of the Creative Circle Awards Singapore and went on to judge at all major shows such as Spikes Asia, Cannes Lions, D&AD, Clio, One Show and London International Awards.

Valerie made her mark in all the above shows with multiple metals over the years and has been voted Singapore's Most Influential CD for 2011- 2015, 2017 and 2018 by the Institute Of Advertising, Singapore (IAS).

Prior to joining Havas as the Regional CCO and Chairwoman of Singapore office, she was Head of Creative Shop for Facebook, Southeast Asia, where the extraordinary organization inspired her to start her own artisan ice cream shop, Licktionary, which she runs with her husband, another advertising veteran, Farrokh Madon.

Valerie's message:

"Of all my career invitations, this opportunity to be the ambassador of See It Be It goes beyond fulfilling an occupational responsibility.
It actually feels like a timely calling for me to give back to our industry in a meaningful manner, given all the fortunate experiences I’ve been blessed with.

From amazing agencies to Facebook to being a mother of a 7-year-old daughter, I’ve grown so much and also realise there’s still a lot we can do to empower more women in the world to flourish. As the industry gets more demanding, we need to help more, share more, listen more and collaborate more to get over tougher times together. If every woman contributes even in small ways every day, I believe we’ll see a significant change in the coming years."



Knox Balbastro, Staff Content Strategist, Alibaba Group

Knox's personal slogan is "evolve always". That's why her career has spanned every shape and screen advertising can fit in-- from activations to TVCs, tech builds to social media. As the former social media creative lead at Digitas, she pushed creative boundaries creating campaigns for Disney Studios, Marvel, and Star Wars across the region. Her next big leap: championing creativity at the Alibaba headquarters in Hangzhou, China. As a staff content strategist, her goal is to create a brand voice for global e-commerce platform AliExpress while driving content for the new retailtainment landscape. In 2016, she was chosen for the Cannes Lion See It Be It Class of 2016-- a life-changing program that she wanted more women in Asia to have access to. Now, that it’s debuting in Spikes, she can’t wait to help shape the future leaders who will no doubt turn the industry on its head in the fastest-growing region in the world, Southeast Asia. As part of her volunteer work, she has shared her thoughts and words with SheSays Singapore, Campaign Brief Asia, and Save the Children Singapore. She was the social media consultant for the first TEDxCanggu in Bali, Indonesia.

Lizi Hamer, Regional Creative Director, Octagon

Lizi Hamer, Regional Creative Director, Octagon

Lizi has been quoted to have the ‘creative enthusiasm of a school bus on the way to the zoo’. And boy is it contagious.

As a trailblazing Creative Director Lizi builds world-class attention earning work through her highly crafted stories, her powerful network of collaborators and her unwavering belief that marketing can help solve the world’s problems.

Her infectious style, tireless story hunting and her belief in the power of generous ideas has put her on the Masters Stage of Creativity at Spikes Asia. Allowed her to support the industry on the Spikes Entertainment & CannesLions Jury’s. She has shared her opinions on the TEDX stage for P&G and as an expert on the panel for Gruen TV show.

Her generous ideas don’t stop there. Lizi leads SheSays Singapore, a community built to support more women into the creative and digital industries. The events ‘Fabulous Female F+ckups’ and ‘Women Cannes Lah’ raise awareness and strength across Asia. Lizi co-founded SisuGirls, a stunning and successful program that builds confidence and grit in young girls through sport and adventure.

This is what Lizi has to say about See It Be It:

"*See It Be It invites women into a space to accelerate their learning, reinforce their creativity and build a unique network from which to spring forward.

The See It Be It experience gave me a view of incredible female creative leaders that I’d never had before. The experience built my inner sisu, and invited me into one of the most valuable networks of my life. It’s changed my perspective of the industry and given me a creative spark that can’t be quashed.*"

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