Work Hard, Play Harder

Intertwining business and pleasure in a week-long mix of seminars, workshops, villa BBQs and beach parties can have a damaging effect on both your liver and your adrenal glands, but crikey, it can be good for business development.

Let's face it, there are basically two kinds of people in Cannes: those who 'can afford to' sleep in with a hangover, and those who can’t. I'm of the latter group - and frankly anyone who isn't is missing a trick. Because I believe you need both sides of the Cannes coin to squeeze the most out your Lions festival experience. Sure, idle your afternoon away in the pool of a villa with your mates - but make sure you get inside the Palais to a morning seminar, or visit an event stationed along the Croisette. Look and learn. Then drink and mingle.

And then party hearty. Because Thursday night's hot tickets to Shots, Google or Sizzer saw both drinks tokens and business cards exchanged over the sand.

Don't sleep your Cannes Lions experience away on a deck chair. Burn your candle at both ends - but leave room for business and inspiration. It's once a year, make the most of it.