SHANGHAI — JWT Shanghai Creative Director Melo Xu is one of only 12 women from around the world to be selected to join the Cannes Lions “See It, Be It” program, designed to foster women in the creative industry.
More than 80% of purchasing decisions are made by women, and marketers are increasingly seeking female creatives to work on their campaigns – yet just 3% of the industry’s creative directors are women. This brand- new initiative aims to help redress that imbalance by fostering a group of outstanding young women selected by Cannes Lions organizers.
“I’m very flattered to be the only representative of China for the ‘See it, Be it’ project. It is a wonderful initiative and I’m sure I’ll bring back so much from this experience,” said Xu.
Across three days, Xu and 11 other women will be part of an inspirational programme which will take place during Cannes Lions, including sessions by industry leaders and by the Berlin School of Creative Leadership, and a mentorship event supported by SheSays. The Festival will also work with the group to produce a short documentary about how a more gender-balanced creative industry ensures better work.
The Cannes Lions initiative comes as JWT Worldwide is launching the Helen Resor Lansdowne Scholarship for female creatives as part of the network’s 150th anniversary celebrations. Ms. Lansdowne, who joined JWT in 1907, was the industry’s first-ever creative director.
“J Walter Thompson, being the first agency to have a lady Creative Director, is excited to see Cannes Lions launching this meaningful project to support female creative talent. Melo started her advertising career with us as an intern and today she’s one of the most talented Creative Directors in the market. I am sure she will get a lot from this program and she will spread the spirit of ‘See it, be it’ in China, Asia and beyond,” said Lo Sheung Yan, Chairman of the JWT Worldwide Creative Council, and Asia Pacific Creative Council.
