Tusker, Cannes Lions Launch Mentorship Drive to Accelerate Careers of Women Creatives in Kenya
Tusker has strengthened its support for Kenya’s creative and advertising industries by hosting the See It Be It Connect, in partnership with Cannes Lions, on 29th November 2025.
The milestone event highlights Tusker’s commitment to advancing gender equality in the creative sector through mentorship and professional development for women.
The See It Be It Connect programme, an initiative by Cannes Lions, focuses on accelerating the careers of women in creative and marketing roles.
It brings together mid-to-senior level women creatives and marketers to engage in discussions on leadership, craft advancement, and career growth while exploring the future of representation and inclusivity in the industry.
Kenya’s creative economy has grown into a vibrant and promising sector, contributing over 5% to the national GDP. Government and industry projections indicate that with adequate support, the sector could contribute up to 10% of GDP by the end of 2025.
The event therefore comes at a critical time, offering a platform for women to discuss opportunities for leadership, innovation, and unlocking the full potential of the creative industry.
Speaking during the event, Brigid Wambua, Senior Brand Manager at Tusker, said the partnership aligns with Tusker’s long-standing commitment to nurturing Kenyan creativity.
“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,” she said. “As a cultural and expressive brand, we champion Kenyan creativity and want to see it shine on the world stage.”
Tusker’s investment in the creative economy spans years, with the brand supporting platforms such as the Young Lions Kenya competition, which has enabled young Kenyan creatives to compete at the prestigious Cannes Lions Festival.
Through initiatives like Tusker Nexters and Oktobafest, the brand has also engaged local creative agencies, storytellers, filmmakers, and artists through collaborations, skills training, and exposure to global best practices.
A recent East Africa Breweries Plc (EABL) sustainability report highlighted that providing booths to more than 500 vendors, artists, and event partners across the region during the OktobaFest Festivals contributed significantly to the company’s profit for the period ending June 2025. This reflects Tusker’s belief in creativity as both a cultural asset and a key driver of economic and social progress.
Through its partnership with Cannes Lions for the See It Be It Connect programme, Tusker reaffirms that creativity is part of Kenya’s heritage and must be protected and nurtured.
By empowering women leaders in the creative field, the brand aims to unlock the full potential of the creative economy through opportunities, platforms, and support for women to innovate and thrive.