Last Month in Cannes

Photo by Freddie Oomkens of the Carlton Hotel, Cannes, June 2026, with sunlight bouncing off the famous, cake-like facade and yellow awnings, with dark clouds and palms above and to the side

Last month I was in Cannes, but not for the films, nor the Cannes Lions (folks were Shaping the Digital Infrastructure of the Future, but I wasn’t shaping it with them).

It may sound valedictory, but that could be the last time I ever see it the way I used to. Cannes itself is different now, even if its creamy and pastel facades, Provencal light, sudden storms, swifts, and blazing sunsets are all still there.

But what comes next isn’t valedictory, it’s a poem, it’s on my writer’s blog, and I’ll be happy if you read it.

It’s a world away from the strategic visions of the future I used to shape myself. Yet the distance in the poem isn’t dismissive or contemptuous: I’ve been there (and part of me always will be).

And that world of the poem—beauty, image and power, glamour and influence, and their costs, mundane horrors beneath a mondaine surface, is the world of The Trashman, the new neo-noir Freddie Omm thriller.

Cannes, plus ça change, is still a great place for finding the things that will last, as well as the ones you won’t be seeing again.

Last Month in Cannesread the full poem here.

The Trashmanpre-order the thriller here. 

Photo by Freddie Oomkens of sunset over Cannes, Provence, in June 2026

Full Circle… And Then Some

I’ve always seen myself as a work in progress, and for years, I’ve tried to balance two working lives. One in global communications—campaigns, C-suite counsel, all that stuff; the other quieter, more patient—writing, waiting its turn. The first eventually took me to the edge of burnout, and that ended up putting things back in focus.

Writing leads now. The communications work continues, but in its proper place—in service of something worth serving beyond growth and profit alone, or instead of them. That something is the Gaia Circle, a small organisation rooted in an ancient understanding of the Earth, committed to sustainability, social justice, and the integration of the arts, science and spirituality.

And my next book, a thriller called The Trashman, launches 25 August.

More on all of that soon—it’s still moving, still a work in progress.

Sicilian Haiku – Migrant Shadows, by Freddie Omm

Sicilian Haiku – Migrant Shadows is published by Mad Bear Books.; ebooks and print books can be ordered here.

A collection of poems, mostly haiku, to be read separately or as one narrative, the book weaves through mythical and modern Sicily, with the timeless global theme of migrants at its heart.

Powerful and passionate, the book evokes the atmosphere and experience of modern Sicily, at the frontline of the unfolding migrancy crisis, and dives into the parallels with ancient mythology, recent events and literature.

Profits will go to SOS Mediterranee to support refugees.

For those interested in reviewing the book, interviewing Freddie Omm, or other enquiries, please contact publicist Ben Cameron on (+44) (0) 7903 951 957.

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Exclusive NFTs (of the book and related artworks) will be marketed soon, in such a way as to give everyone the opportunity to own and participate in the project and to contribute to helping migrants.

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More about Sicilian Haiku – Migrant Shadows: Written mostly in haiku chains, its narrative shape is not unlike that of a novel, and it can be read like one. The poems fuse modern and mythological stories, probing a world of fractured selves, memes and monsters. A passionate call to action, the book probes our private and public odysseys, how we share and define ourselves, how we give value to our own lives, the lives of others, and our planet. Set in Sicily, it’s a mix of many stories—migrants meet tourists, junkies and cannibals, while gods and goddesses mate with mortals, and it’s hard to separate consumers from the consumed. Photographs of Sicily by Freddie Oomkens intersperse the text and visually highlight its themes.

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Sicilian Haiku – Migrant Shadows is the first in an extended series of multi-genre books, The Dark Gospel. The next–a thriller, The Trashman – will be published in 2025.

feeding the future

agritech and precision farming are the future of sustainable agriculture. photo by freddie oomkens

photo by freddie oomkens, nordrhein-westfalen, germany

As global population rises to over 10 billion in the coming decades, current agricultural practices will not cover our growing need for food.

AgriTech and precision farming will enable us to feed the future, because they revolutionise food production in sustainable ways.

In practical terms, precision farming is a range of high-tech software and hardware which is now affordable for the average farmer. It effectively upgrades farming equipment, including ordinary tractors, to give satellite guidance, using a receiver and an app, with accuracy to the nearest couple of centimetres.

That means farmers require less fuel, fertiliser, seed and effort to get higher yields.

The extra efficiency makes farms more sustainable and profitable.

Given the huge role played by government legislation and subsidies in farming today, the switch to sustainable farming can only be accelerated with national and international commitment, lawmaking and subsidies.

Role of communications

Awareness of all this is globally high, and support for sustainability is strong in principle, although this is easily undermined when the perceived cost in the present outweighs future benefits. As such, the economic argument is central to the case for farming sustainability, to help:

  • Persuade governments and international bodies to commit to globally sustainable farming, specifically, to promote and subsidise precision farming solutions;
  • Persuade farmers to switch to more sustainable modes of production, by showing farmers that practical precision farming is affordably available to them, and that an investment in precision farming pays back within a season or two;
  • Persuade global citizens that the switch to sustainable farming is both necessary and desirable.

In my role as Global Head of Marketing, Communications and Content at FieldBee/eFarmer, I have been progressing this case in more detailed and practical ways, working with others to grow a more sustainable future together.

Agri-tech farming can transform almost any old tractor into a high-tech, satellite-guided precision machine.

 

global branding in education

Interesting piece, Global Branding and the Celebrity University, by Sheldon Rothblatt.

He focuses on universities, but some of the themes apply to schools and the broader educational context:

For universities to thrive in the global economy, they must be world class university brands.

A strong brand is required, not just for basic recognition and awareness, but to inform people’s perceptions of the university and its standing  in terms of teaching and research.

Some of these perceptions are created by global rankings (eg Times Higher Education, Shanghai, Quacquarelli Symonds).

In the ranking stakes, European universities lag behind US universities – only one (Oxford) is in Shanghai’s top ten, for example.

While ranking offers a necessarily limited perspective, it is highly influential.

But, because ranking methodologies tend to focus mainly on research outcomes and awards, they have an inbuilt weakness: they sideline some of the classic aims of university education – to develop intelligence, open-minded discussion, citizenship and cultural values in students.

As such, rankings give little insight – or, if so, a distorted view – into the learning experience that students will have at a given university, which is the most important aspect driving their choice of which university to attend.

In building world-class educational brands, therefore, it is important to take the wider view and to achieve a balance between teaching and research. One challenge is how to communicate the quality of the learning experience, given that it is largely qualitative.

It’s a good example of the limits of measurability and data-driven decision-making — or, in this case, brand building – also relevant beyond education, because data (for all its importance) is often fetishised, and given disproportionate importance across many areas of business, government and policy-making.

 

Kafka’s “Ungeziefer” in “The Metamorphosis”

franz kafka

franz kafka

I first came across Kafka’s Metamorphosis when I saw Mel Brooks’ Producers on TV. Plotting to produce a sure-fire Broadway flop, the characters look for the worst musical plot in the world – a premise so dire it’ll get booed off stage and close on the first night, so the producers can run off with their investors’ money.

Max, played by Zero Mostel, is reading through a list of plot ideas. When he reads this one: “Gregor Samsa awoke one morning to discover that he had been transformed into a giant cockroach -“  he tosses it aside, saying:  ‘ Nah, it’s too good.’

Despite that, as any pedant will tell you, the zoological specificity of Mel Brook’s line is far from precise as a translation of Kafka’s humour.

Describing Gregor Samsa’s metamorphosis, Kafka uses a vague term, “ungeheures Ungeziefer.” Although vague, that term carries some heavy symbolic baggage. And translators have struggled with it these hundred years (Die Verwandlung was first published in 1915). Aside from the Producers’ giant cockroach, the “ungeheures Ungeziefer” has been translated as “a monstrous vermin” and “a verminous bug”.

Etymology gives no clear guide on how to translate “Ungeziefer”, even when adding to the heavy symbolic load.
The etymological roots of “Ungeziefer” are in Middle High German (whose literature Kafka studied in Prague) –  “ungezibere”,  which means “non-sacrificial animal” (especially insects – and similar to the idea, in other cultures, of the “unclean animal”.).

The difficulty is not so much in the specific words as the fact that Gregor’s point of view concerning his own state mutates as the story proceeds. The metamorphosis, in other words, is not a fait accompli at the beginning, but a process yet to be completed. Hence the imprecision in that first sentence.
In later passages the Ungeziefer is more precisely, but always contradictorily, described. The charlady, for example, calls Gregor a “dung beetle” (“Mistkäfer”). She seems to say it quite affectionately, but that term, too, is symbolically loaded. According to the ancients, the dung beetle was a protector of the written word, as well as a symbol of fertility – to the Egyptians, scarabs were talismans and amulets, used on seals, rings and grave goods.

egyptian scarab beetle

egyptian scarab beetle

At the physical level Gregor, at different points in the story, starts to talk with a squeaking, animal-like voice, loses control of his legs, hangs from the ceiling, starts to lose his eyesight, and wants to bite his sister – not really helpful in determining his taxonomy.
Although Kafka famously wrote that he hated metaphors, these varied aspects of Gregor’s metamorphosis – both physical and symbolic – add to the resonance of the story, a resonance made more baffling, more moving by the very fluid nature of its inspecificity. That inspecificity contrasts with the earnestly specific way Gregor describes his physical condition, and intends to commute to his work as a salesman.
None of this  helps the translator looking for the perfect rendition of “ungeheures Ungeziefer”. I think I’ll put my money on Mel Brooks’ giant cockroach after all.