What is Landor India managing director Lulu Raghavan’s most difficult job and how does she break the script to stay one step close to the next big idea?
The air is filled with a new exuberance. Prime Minister Narendra Modi’s vision of ‘Make In India’ aspires to turn India into a manufacturing hub for the rest of the world. Alongside, his invitation to US companies to participate in India’s industrial space signals a robust development for India’s booming SME community.
At an estimated 64 million in 2016, India has the second largest number of SMEs in the world, with China leading the table. While it has been established that SMEs have the potential to drive industry growth, what most entrepreneurs do not realise is that apart from conducive administrative reforms, some of the challenges they face can often be addressed by one important strategy in their arsenal: Branding.
Branding is a need, not a luxury.
What drives successful strategy and design? How does Landor produce inspired ideas for some of the world’s largest global brands? This year, we’re sharing the inner workings of our studios around the world through our Inside the Studio series. We’ll speak with some of our top strategic and creative minds, asking what it takes to produce innovative, effective, award-worthy work. Up now: Landor Mumbai’s managing director, Lulu Raghavan, and design director, Hiren Dedhia.
Landor Mumbai’s Managing Director, Lulu Raghavan was on this year’s prestigious Design Jury at the Cannes Lions International Festival of Creativity. As a juror, she was deeply immersed in the world of brands, design and creativity. She came back brimming with ideas and inspiration, and shared her thoughts with us from this amazing experience.
I’ve just returned from the Cannes Lions International Festival of Creativity, which brings together the best creative minds from over 100 countries for a week of inspiration and celebration against the backdrop of the gorgeous French Riviera. This year I didn’t just attend the festival as a delegate—I had the distinct pleasure of being a juror on the Cannes Lions Design Jury and the Young Lions Design Jury.
For delegates, Cannes is a highly enriching experience. You meet diverse people, gain exposure to the best work from around the world, find inspiration in great speakers, and create incredible memories with your colleagues all week long.
As a juror, Cannes is truly transformational.
Landor Mumbai’s Lulu Raghavan is on the prestigious Design Jury at the Cannes Lions International Festival of Creativity this year. Over the next few days, she will be witness to some of the most interesting and effective work produced by thousands of agencies from across the globe. We caught up with her just as she was about to take off for Cannes for an excited conversation. Here goes:
CANNES (21 May 2018) – Cannes Lions, the International Festival of Creativity, has announced the 413 jury members chosen to award and celebrate the best creative work from around the world.
This year’s juries are composed of individuals from 50 countries, including for the first time representatives from Georgia, Nigeria, Kenya, and Sri Lanka. Continuing the drive for a more diverse mix within the jury room, this year includes 46 percent female jury members, as well as a wide mix of creative agencies, brands, media owners, and production companies.
Jose Papa, managing director of Cannes Lions said: “The job of the Cannes Lions jury is to act as the custodians of creativity and celebrate work that demonstrates the value of creativity in all its forms. We are committed to ensuring that our juries include a diverse range of people from across the branded communications ecosystem.”
Last year the Festival announced new Lions with the introduction of a new awards architecture to better reflect and support the fast-moving creative industries. These Lions include Creative eCommerce Lions, Brand Experience & Activation Lions, Social & Influencer Lions, Sustainable Development Goals Lions, and the Industry Craft Lions. An overall reduction in the number of categories within individual Lions refined the focus, while new categories were introduced to reflect how creative companies are operating.
“Cannes Lions is now in its 65th year. In that time, the industry and the organizations operating within it have changed dramatically. These new specialized Lions require a broader range of skills and experience which will ultimately help expand our perspective of creative excellence,” said Terry Savage, chairman of Cannes Lions. “The Lions are constantly evolving, just as the industry is, and our jury members are fundamental to ensuring that we keep creativity at the core of what we do.”
The 2018 Cannes Lions Awards will be presented at ceremonies taking place each evening throughout the Festival from the 18-22 June.
The 2018 members of the Design Lions jury are:
Lulu Raghavan, Managing Director, Landor, India
Johnny Tan, Executive Creative Director, 72andSunny, APAC – Jury President
Dominic Hofstede, Executive Creative Director, Maud Melbourne, Australia
Giovanni Vannucchi, Partner, Oz Estratégia+Design, Brazil
Vanessa Eckstein, Creative Director/Founder, Blok Design, Canada
Julia Deshayes, Art Director, TBWA\Paris, France
Katrin Oeding, CEO & Creative Director, Studio Oeding, Germany
Thomas Holst Sørensen, Creative Director, Global Design Innovation, LEGO, Global
Greg Quinton, Chief Creative Officer, Superunion, Global
Connie Birdsall, Sr. Partner and Global Creative Director, Lippincott, Global
Yuri Uenishi, Art Director, Dentsu Inc., Japan
Leonid Feigin, Creative Director, DDVB, Russia
Carola Gerlach, Former Creative Director, FutureBrand, Singapore
Vumile Mavumengwana, Designer, Creative Director, VM DSGN, South Africa
Ali Rez, Regional Creative Director – Middle East and Pakistan, BBDO, UAE
This press release was republished from Cannes Lions (21 May 2018).
What does it take to be named as one of India’s Top 50 influential women? To be recognised as a leader in your field?
This month, we bring Lulu Raghavan, Managing Director and Country Head of Landor Associates, as our Mosmpiration guest.
Starting out as a brand consultant, Lulu Raghavan climbed up the ladder at an astonishing pace until she cemented her position as the Managing Director of Landor Associates. A global brand-consulting firm, Landor Associates entered India in 2007, to provide branding, design and digital services to companies across verticals.
By Lulu Raghavan and Ruchi Gunewardene
Many brand owners think of their brands as logos or labels. Their discussions on branding would revolve around colours, fonts, layouts, designs, sizes and locations of the logo on various touch points. Seen through this traditional and limited lens, branding is equated with producing advertisements to build equity in the brand.
Whilst logos and labels are one aspect of what a brand is, it is an extremely narrow view. This approach to brand management severely limits the potential value of the brand when it is being financially evaluated as an asset that is adding value to the business. Yet, most brands in Sri Lanka are being built this way.
This article was originally published in FT Daily Sri Lanka (December 2015)
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