See It Be It is a programme that aims to further women in the creative industry, encouraging them to grow their careers and reach senior positions. Across three days, 12 women will be part of an inspirational programme which will take place during Cannes Lions.

We’ve reached out to these 12 selected creatives to get their thoughts on the concepts of leadership, femininity and success, all of which Getty Images continues to challenge in our latest #RePicture campaign.

Biba Cabuquit is a Associate Creative Director, DM9 JaymeSyfu, Manila, The Philippines.

At Getty Images, we’ve been tracking the changing visual dialogue around females.  Are you noticing shifts in how women and girls are represented in the creative industry both at the agency and client side?  Are you satisfied with the way that females are currently portrayed?
Definitely. In the Philippines, women have traditionally been represented in top managerial roles, and it’s gotten even better. In fact, we’re ranked third in terms of the highest proportion of women holding senior positions. That’s 2 women out of every 5 males.

Those are just statistics but in my experience, it’s men who are almost always outnumbered—in most agencies, in client rosters...maybe that’s why meetings tend to run long; lots of talking going on!

2 out of 5 is very good of course, but things can always get better; especially in terms of a global scale.

This year 4 out of 17 jury presidents at Cannes Lions are women, more than any previous year.  Are you seeing more women entering senior creative roles across the advertising industry?  Does more work need to be done to elevate women into these roles?
I think women have always had a presence in advertising—it’s the senior creative roles in particular, that are seriously lacking. I’m lucky that I’ve always been mentored by exceptional women creatives so that idea is not so far-off—I’ve seen it happen that it’s almost the norm.

Given all that, work still needs to be done to really make it a norm, to the point that they wouldn’t be called women leaders or women CCOs—they’re simply leaders, CCOs. No need for qualification.


If you can visualize success and leadership for women today what would that picture look like? What would it look like in 5 years?
Today—a sleek, shiny, pointy, black stiletto. It’s femme, it’s powerful, it’s a little lethal. You want to walk in her shoes.

In 2019—a pair of legs up on a desk, moon boots half untied (will they even have laces then?). We’ve literally, come a long way!



Who’s your professional female hero/crush? Why?
Sheryl Sandberg. I read her book and it just spoke to me; I even made notes, what a nerd! But so is she—a self-confessed dork who rose to the top with humility, her wits and her humor intact.
Closer to home, is Merlee Jayme. And not cause she’s my boss and could be reading this! She’s a great leader to emulate because she’s actually a doer, as in doing the grunt work and the brunt of the work herself. Plus, she’s very sharp yet compassionate; that’s a hard combination to come by.

About Biba

In Filipino, the word biba means precocious, joyful and gregarious. And that she is.

For the past seven years, Biba has been with DM9, working steadily for a range of accounts. For the first few years, she was the only female Creative in a team of 8 other testosterone-laden men. She currently leads an all-girls team, working for J&J’s teen brands, mixed with the occasional alcoholic or telco requirement. Biba has won accolades from The One Show, Cannes Lions, The Work, New York Festival, and AWARD. She is passionate about the work and sees advertising as not merely a marketing tool, but more and more, as a means to end some of the world’s most pressing problems.

Biba is a fan of films, fiction, fashion, food and (in keeping with the alliteration), foreign travel.


Join the conversation online by using #RePicture, and help us challenge convention.

Widen the visual representation of Beauty, blur the lines of Family and Community, and create a new vision of Success.

To participate, upload the photo you’ve taken (consenting subject only of course) to either Twitter or Instagram, and add the #RePicture hashtag – tag the @GettyImages handle on Instagram. Our Editors will highlight their favorites.

Follow us here and on Instagram, Twitter, and Facebook to see all the concepts we’re discussing and find out how you can participate - or if you’re heading to Cannes Lions, join us in the Palais during the Festival.

Editor's Note: Please note, by adding #RePicture to your photos, you grant us only the right to publish your images, credited to you, on our Instagram, Twitter, Tumblr and Facebook accounts. 

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