See It, Be It 2024: Meritxell Ruiz

Meritxell Ruiz, or Meri for short, is a creative director at VML. Her creative pursuits began at the Academy of Art University San Francisco, after which she moved back to finish college in Barcelona while working at McCann and then attended Miami Ad School Madrid. But her knack for creativity and activism predates any real effort to join the industry - Meritxell always knew what she wanted.

When we interviewed her for the Uprising feature on LBB two years ago, she reminded us that while women are “90% of students in advertising, they are only 3% of creative directors.” Because of this, Meri became part of the Invisible Creatives and Más Mujeres Creatives (More Creative Women), movements that aim to raise awareness about the lack of women in creative industries. Today, Meri is a participant in the Cannes Lions See It Be It scheme, and she appeals to women in creativity to not ask for permission when they know they have something to say. She says: “I promise there will come a time where people will hire you for your personality and not punish you for it.”

See it 

Tell us about a woman who has inspired you in your career. 

We all dream of finding a place where we can be ourselves, where we are seen and appreciated not for who we can be but for who we are. Luckily for me, I’ve been surrounded by amazing women all my life: my mom, my aunts, my cousins, my friends… So, when I chose advertising I looked for a sisterhood, a safe place for me on this journey, and found Más Mujeres Creativas, an organization led by Belén Coca, an amazing creative director and singer (yes, she is very talented). She pushed me to speak up, to fight for what I earned and she is always looking for new ways of making this industry a better place. Thank you, Belén. 

Be it 

How have you incorporated the lessons and insights you gained from women in your life and in creative/professional fields into how you approach life and your career? 

I would take all the advice that resonated with me and make it my personality for a while. The more you do it, the more it sticks with you. So, for example, if you’re tired of projects dying in the agency, come up with your own personal projects. OK, now that’s my personality. Or that girl on TikTok that said “How hard can it be? Boys do it”. Now that’s my personality. Once you take that advice and do it a couple of times, it becomes part of you. 

Also, please just accept the compliments other women give you: “You’re so talented”, say thank you and embrace it. You are. Let’s kill the impostor syndrome, remember what the girl on TikTok said. 

Do It 

How does that translate into the work? Tell us about some of the campaigns you've been involved in that you're really proud of. What challenges did you overcome to bring them to life? 

I have loved (almost) every minute of working in advertising. One of my favorite projects was creating a platform to bring up every sexual health topic available to every young girl in the country. The most recent one was a national campaign for a glasses brand that talked about how we have a lot left to see: like the first female president in Spain. This campaign was a ray of light in a world full of dark shadows.

But the thing that brings me more pride is working with a team of talented women that always have my back, who empower me in every presentation and that always makes sure that I know how much they appreciate me. Thank you Raquel, Sara, Triana, Cristina.

Share it 

What messages or words of advice do you have for the next generation of women coming into the industry? And tell us about anything that you do to support and lift up women in the industry

My advice would be to always listen to your gut. Not just at work, but also in life and especially if you’re lactose intolerant. Just kidding. But listen to your gut. 

If you believe in that idea, rewrite it a thousand times until it’s perfect. If you disagree with your boss’ opinion, tell them. If you have something to say, don’t ask permission. I promise there will come a time where people will hire you for your personality and not punish you for it. 

And always help a female creative in need of a portfolio review, a job or an email from someone you know. It’s free. 

See It Be It is a LIONS initiative aiming to achieve equal gender representation among creative directors and leaders across the global industry. The programme is open to all women, trans-identifying and non-binary people. For any enquiries, please get in touch at seeitbeit@canneslions.com. 

Further information on applying for See It Be It 2025 can be found here.