Andrew Welch talks multi-local marketing with BBC World News

“Great marketing is about great relevance.”

Andrew Welch

Andrew Welch, managing director of Landor London, sits down with BBC World News to discuss multi-local and micro-local marketing. He specifically addresses the popular drink brand Horlicks, which is consumed at bedtime in the United Kingdom, and at breakfast in India.

In this interview, Welch explains how regionally tailored marketing can shift brand perception in different locales, and how understanding specific geographical nuances is imperative for today’s brands.


This interview originally aired on BBC World News (5 April 2017, 17.10). Republished with permission.