Ketchum London CEO David Gallagher has come up with six tips for surviving the hectic and often confusing few days in the Swiss town:
1 Go with a purpose. Whether it is to learn or network, don't think you can wing it.
2 Plan to be tired. Sessions start at 7am and the parties go on until dawn.
3 Unless you are an A-lister, accommodation is sparse. A decent towel and pillow will be worth the luggage space.
4 Check in your ego with your coat. No matter what you do, you will be surrounded by people who do it better.
5 Pack a scarf and gloves. And black rubber-soled boots that you won't have to take off at the security at every entrance.
6 Don't wear a dinner jacket at the closing party, even if the invite says it is black tie. You will be pinned as a newbie.