The Pitch Doctor feat. Lulu Raghavan (President, APAC - Landor)

A wide-ranging conversation with Lulu Raghavan on brand building, pitching, and design-led business transformation across APAC, from San Francisco and London to Mumbai and the Delhi airport that changed her work forever. Lulu unpacks the craft of winning clients, the anatomy of a memorable pitch, and how global thinking meets Indian opportunity. What we cover: 📺 How Lulu's lifelong love for brands began. 📺 A defining career moment that reshaped how she thinks about brands. 📺 Building Landor India from scratch: challenges, trade-offs, and the playbook that worked. 📺 A deep dive on a standout project — Delhi Airport Terminal 3 — from brief to launch and why it still matters. 📺 The Air India brand refresh pitch post-mortem and the precise gap that cost Landor the brief. 📺 Measuring ROI for design-led work in business terms and a pragmatic process to make stakeholders listen. 📺 How Lulu landed $15M+ in APAC new business last year and the One APAC model that makes it repeatable. 📺 The three business outcomes she leads with when pitching Landor. 📺 Legendary hustle stories and what they reveal about client psychology, including lessons from Rose Herceg of WPP Australia. 📺 A practical framework for a perfect pitch, leave-behind creativity that makes clients remember you, and why losing on price often signals a weaker pitch, not a weaker value. 📺 How to position value over cost when procurement drives decisions and why empathy with procurement changes outcomes. 📺 Differentiation in a crowded market of local consultancies, consultancies from the Big Four, and tech-first design firms. 📺 Brand transformation as an inside-out journey and how it departs from traditional change programmes. 📺 Emerging APAC consumer trends worth betting on and how Landor helps brands capitalise. 📺 The power of iconic assets — visual, verbal, sonic — and Landor’s approach to future-ready identities. 📺 AI and data in the creative process: friend, tool, and guardrails to preserve storytelling’s human core. 📺 Winning brands in India over the next decade, whether every brand needs emotion or purpose, and the single seismic consumer shift marketers must prepare for. 📺 A frank take on brands Lulu wishes Landor had reshaped, including why IndiGo badly needs a brand refresh. 📺 How pitching will evolve in 3–5 years, books and podcasts shaping Lulu’s thinking, and the initiatives at Landor to nurture women leaders. Lulu’s recommended book on negotiation - ⁠Never Split The Difference⁠ Recommended podcasts ⁠How to be awesome at your job⁠ ⁠WHAT NEXT?⁠ ⁠Feel Better Live More⁠ ⁠Play to Potential⁠ Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠