Cannes Essentials: Mark Roalfe

Swim shorts: My Cannes shorts. One year I forgot to pack a pair of swim shorts. The then head of Y&R Europe demanded we have a meeting, ‘Italian style’, which entails standing up to your chest in the Mediterranean Sea, talking shop. Of course, before we could have this meeting, we had to go out and buy me some shorts. Browsing together around the luxury boutiques down La Croisette, I felt like I was part of an old gay couple. I have never forgotten my shorts since.

The hangover cure: I WILL leave Gutter bar before 3 AM. I WILL leave Gutter bar before 3 AM. I WILL leave Gutter bar before 3 AM. I WILL leave Gutter bar before 3 AM. I WILL leave Gutter bar before 3 AM……

Layout Pad: When it comes to writing, I still like to do it the old fashioned way in a layout pad. It’s practically an insurance policy against losing scribbles and doodles, which are creatively more valuable than any top of the range Big Data driven-insight. You can also see where your thoughts have progressed from and where they lead to. But most of all, it’s the feel of your palm pressed down, rubbing against the paper with a pen between your fingers that is simply irreplaceable. 

Factor 50: I often humor my imagination, and believe I have a full head of thick, flowing, mousey hair. But at Cannes, surrounded by bronzed French gods, it’s better for me to check-in to reality and admit that those days are long gone. I use a factor 50 and aloe vera gel to avoid looking too much like a ‘lads on tour!’ Englishman abroad…

England Flag: …because waving the England flag up and down La Croisette is enough to do the job. We meet Slovakia on Monday night, and as proud agency partner of the Premier League and as masterminds behind Gary Lineker’s 18^th century ensemble in the BBC Euros trail – it is impossible to be at the festival without a St George’s flag at the ready. After all, we’ll probably be out by the time Cannes is over.

iPhone chargers: Like everybody, I have a love-hate relationship with my iPhone, I love it when it’s fully charged, and I hate it three hours later when the apple icon flashes. Please Apple, sort out the batteries. Until then, a boy can never have too many chargers, these phones have a habit of giving up at the wrong time (i.e. just as you’re saying goodbye to a prospective client’s CMO after bonding over Moules Mariniere) and I have a habit of leaving them wherever I go. 

Moon Shaped Pool: My current listening of choice, the album Moon Shaped Pool. I was lucky enough to go and see Radiohead the other week. It was a brilliant set, they played mainly new tracks from the album and old, obscure stuff. The rest of the show was filled with pastime favourites, which caused Thom Yorke to declare at the end of the night that it was “all getting a bit hitsville…" in his newly-found Cockney accent. 

Pour Monsieur: Finally our Chanel client is down in Cannes this year. I’ll need to smell on brand. The timeless and captivating, aromatic-fragrance of Pour Monsieur Chanel will make me feel fresh and invigorated for another day, ready to take in the best of the world’s creativity.