The Ad Industry was long famous for its macho style. Not anymore. When “See It, Be It” was launched in Cannes, in Romania we launched #LadiesFirst, the magazine and the associated events, to promote local female talent both at home and abroad. Written in English, with professional, personal branding curated photos and biographies, the magazine is a story about performance beyond gender. The launch of #LadiesFirst in Cannes lead to the selection and promo of the first local voice in the “See It, Be It” cohort. Since 2017, every single year, a Romanian female talent qualified for the career accelerator. Probably the most important, however, was the shift generated in the industry: a joyful equilibrium where competence trumps gender.