Work Hard, Play Harder

There are few industry events that illustrate the benefits of 'professional play' more clearly than the Cannes Lions International Festival of Creativity.

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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.

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