ADGEEK
The craft of winning a pitch and building client trust
Landor’s Lulu Raghavan draws on major brand projects and APAC new business to explain how agencies present value, work with procurement and turn design into business outcomes.
The conversation
Lulu Raghavan discusses pitching, client relationships and design-led business transformation through her work at Landor across APAC. She reflects on building Landor India, the Delhi Airport Terminal 3 project and the Air India brand-refresh pitch, including what the latter taught her about winning a brief.
The conversation examines how to connect design to business outcomes, communicate value when procurement is involved, organise new business across a region and differentiate an agency from consultancies and technology firms. Raghavan also discusses brand transformation, iconic assets and the role of AI in creative work.
Key Takeaways
- Raghavan reflects on Landor’s Air India brand-refresh pitch and what losing a high-profile brief taught her about persuasion.
- She links design-led work to business outcomes and discusses how to present its value to decision makers.
- The conversation covers pitch preparation, memorable leave-behinds and the need to understand client and procurement priorities.
- Raghavan explains how her APAC team organises new business and how agencies can differentiate when clients compare design firms, consultancies and technology companies.