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This Filipina Made It Into The 2022 Cannes Creative Academy

Samantha Betia was named the Philippine rep in the prestigious Cannes Lions Creative Academy

PR and Sustainability practitioner Samantha “Samie” Betia joins the prestigious Cannes Lions Creative Academy at the International Festival of Creativity in Cannes, France this June. The world’s premier event in the advertising and creative industry gathers over 10,000 participants yearly to learn from and celebrate the world’s best creative work. It offers opportunities for networking with visionaries and future experts in the field.

Betia earned a place in the highly competitive program, The Creative Academy, an accelerator course delivered onsite at Cannes Lions for a new generation of industry superstars. Only 30 slots are awarded and applicants must be aged 31 years or under. 

She has over six years of corporate experience, specializing in public relations, branding, communications, and sustainability. Aside from her work in the utility industry, Betia is a volunteer communications coach and consultant to various local and international brands ranging from retail, food, and beverage to non-government organizations and startups. Her portfolio includes award-winning programs and campaigns relating to branding and social responsibility.

Samantha “Samie” Betia
Samantha “Samie” Betia

The Academy is led by Vann Graves, Executive Director of the Brandcenter at Virginia Commonwealth University. Graves has spent 30 years in creative, business, and executive leadership, a passionate developer of young talent and has received numerous awards for his impactful work. 

The theme in this year’s Academy is “The Modern Creative.” Each day is curated and mentored by world-class speakers in a classroom setting. The sessions are designed to be interactive with clear takeaways for the delegates to bring home to their respective workplaces and local contexts. According to the organizers, some 67% of the program’s alumni have been promoted by their employer after returning from the Academy, with 93% stating that the program played a significant part in their career advancement. 

The festival will run from June 20 to 24, 2022. Mark Tutssel, former Global Chief Creative Officer of Leo Burnett Worldwide, described the Lions Academies as “five years of learning in five days.” Many graduates subsequently won multiple Lions, the coveted trophy handed out to the year’s most exceptional campaigns, while others even returned as judges at the Cannes Lions International Festival.

Betia graduated with honors from the University of Asia and the Pacific with a degree in Business Management. She is only the second representative from the Philippines since the Academy was launched in 2012. 

Photo courtesy of Comms Philippines