Nairobi
Tusker recently hosted the See it Be It Connect in partnership with Cannes Lion on 29th November 2025. This milestone underscores Tusker’s commitment to supporting the creative and advertising industries in Kenya, particularly with regards to advancing gender equality by empowering women in the industry through mentorship.
The See It Be It Connect Program is an initiative by Cannes Lions designed to focus on accelerating careers, providing mentorship, and promoting gender equality within the creative and advertising fields and 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 to become a dynamic and promising sector, contributing more than 5% to the country’s GDP, with projections suggesting that the sector could contribute up-to 10% of the 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 establishing 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 showcasing and elevating creative talent, including its support for the Young Lions Kenya competition that saw young Kenyan creatives compete on the global stage at the prestigious Cannes Lions. Through Tusker Nexters and Oktobafest, Tusker has also been supportive through 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, which everyone must protect. Empowering women leaders will help unlock the creative economy’s full potential by providing platforms, opportunities, and support for talent to thrive and innovate.
By James Kisoo
