FOUAD ABDEL MALAK

Executive creative director, TBWA\RAAD Dubai

How many times have you been to Cannes?

Half a dozen or so times.

Why do you go to Cannes?

I’d like to think it’s to open my mind in ways it’s never been opened before. Imagine: as an industry professional, you get the opportunity once a year to come up to speed with cutting- edge thinking, and join creative thought leaders from the world of entertainment, technology and business, all rolled into an intensive one-week module.

What’s good about going to Cannes?

You’re never short of meeting and listening to really interesting – some would even say enlightened – people, who will leave a deep impression on you, and most definitely get you thinking about how you can pass on the learnings to your colleagues and spruce up upcoming campaigns for the better.

Cannes gives you a strong indication of where our industry is going next, and it should get you to constantly re- evaluate your own thinking and strengthen your resolve to set yourself and your agency even higher goals. The purpose of which is not only to remain relevant in our very busy communication landscape, but also to lead the journey for our brands.

What’s the down side?

It’s mighty expensive, and the cigar smoking pundits that line the Croisette are not the ones that are going to get the most out of it ( not that I don’t love a cigar from time to time).

Good workshops and seminars are over- subscribed and heading there early doesn’t guarantee you a place, unfortunately.

Finding the right balance between networking and attending important talks and seminars can be tricky ( you can have that Cotes de Provence glass later).

You are still under agency oath, even when you’re socialising; remember that.

What advice would you give to someone going for the first time?

Meet the young talents of tomorrow and hopefully they’ll infect you with their incredible energy and ease of using tech.

Study the top contenders well, so that you become familiar with the best practices, case- studies and breakthrough pieces. While you’re at it, challenge a friend or t wo to pick the winners in each category. Eventually you start spotting trends and develop an eye for what’s more likely to succeed.

Check out the Cannes Lions New Directors’ Showcase: it’s often epic and oh so inspiring.

Plan your programme carefully and be there 30 minutes early for the important seminars and workshops.

Don’t over- dress. I wore a tux my first year and looked completely out of place. It’s not the Oscars, so smart- cas and flip- flops or cool sneakers will do just fine.

Don’t buy your drinks from the Martinez, but you can order ice and mingle like a champ all the same.

Get the party and social- circuit lowdown from the “Cannes for Cannesseurs” social link. There are loads of cool themed parties beyond the infamous Gutter Bar. Pace yourself and enjoy the company of your peers. And don’t make it too obvious you’re a creative groupie if you spot one of your idols; keep cool at all times and, whatever you do, try to be humble with your winnings.

If you can spare a day and you have adequate funds, consider renting a car and heading to Nikki Beach in St. Tropez, but make sure you have one of these three things: a Baywatch body, girls accompanying you that look like the girls on Baywatch, or simply do an Abramovich and book the entire pool deck for 2,000 euros a sunbed. Make sure you visit St. Maxim for an appero on your route. Or, for a more cultural experience, consider driving across to Rhône Valley and Avignon, taking in Aix- en- Provence and Eze with stunning vistas and classical French cuisine along the way.