Jose Henrique Borghi; The Brazilian Advertising Guru

Jose Henrique Borghi is the founder of the Mullen Lowe agency. Borghi is the co-CEO of the advertising agency. He is known for his creativity and the innovative approach that he takes when developing advertisements. The Mammals of Parmalat campaign featured children who were dressed in stuffed animal costumes singing catchy jingles. He was behind the Sazon advertisement that led to the creation of the “It is the love song” by Zeze Di Carmago and Luciano. He was drawn to advertising when he saw an array of commercial advertisements that were nominated at the Cannes festival. Borghi’s sister had invited him to see the performance at the Castro Neves Theater.

Borghi was born in PresidentePrudente. He graduated with a degree in Advertising from PUC-Campinas. He started his career at Ogilvy in 1989. Jose Henrique Borghi went on to work at other top agencies such as DDB, Talent, and FCB. He eventually decided to open his agency and partnered with Erh Ray to establish BorghiErh. They started without any outside investment or help from anybody. Their efforts paid off when Lowe & Partners bought the company in 2006.

The agency changed its name to Borghi Lowe after Ray sold his share of the agency. It merged with the Mullen Group a few months ago and acquired the name, Mullen Lowe. The agency works with clients in both domestic and the international market today. Some of the clients that they have worked with include Unilever, Fiat, Delta Airlines, Asia Motors, and American Express.

Borghi has established himself as one of the top executives in Brazilian advertising. Borghi’s advertisements and campaigns have won him many awards. He has 10 Clios Awards, 7 London Festival Awards, 15 April Advertising Awards, and 14 Cannes Lions. He is a marathon runner and likes to do it because of the persistence it requires.

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How Jose Borghi became one of the best advertising businessmen in Brazil

Jose Borghi, who is the CEO and founder of Mullen Lowe Agency, is commonly identified by many as Borghi Lowe. He is responsible for creating one of most high profile campaigns considering he is among the most prominent people in the advertising Industry. One of his creations includes Mammals Parmalat where children sing jingles that are remembered till now while wearing dresses that make them look like stuffed animals. He can do such high profile campaigns as he got the right education. He earned his advertising degree from PUC-Campinas, and his career path began afterward.

Born in PresidentePrudentee, Jose Borghi success story was very astonishing as he was not sure which career to pursue. His interest in the media industry began when his sister invited him to perform at Castro Neves Theater when he was in his third year in high school. It was a TV commercial, and through this presentation, Jose got intrigued though he never imagined he would one day earn a Lions Cannes. After graduation, he started his career journey in the media industry at Standard Ogilvy as a copywriter. He wanted to get the right experience in the industry that would help in making him firm, and this is why he went ahead to work in various leading agencies such as FCB, Leo Burnett, and DM9/DDB. In these agencies, he had the opportunity of holding leadership positions that helped in sharpening his leadership skills. He was the President and VP of the creation crew while he was working at the Leo Burnett agency.

In 2002, Jose Borghi was ready to start his own company, and that is why he left Leo Burnett to join with Erh Ray to form the BorghiErh Company. They had no investor, godfather, and banks support and this pushed them to work harder for their firm to grow and develop. With their hard work, the company succeeded considering they had no supports just the two of them. Lowe later bought the company, and it led to the two partners dividing the presidency. With this, the agency continued to develop as well as their market base. Mullen Lowe Brasil was given birth by the merging of Lowe& Partners and Mullen Group.Jose Borghi is known for always going for what he wants, and this is what makes him successful.

 

Jose Borghi Encourages Innovation and Analysis

In order for people to make maximum profits, it is important for them to know how to analyze the market in order to maintain stability. There are a lot of factors that a company has to look at in order to figure out where to go in order to meet the demands. As a matter of fact, it is important to know what demands need to be met and what the business can do in order to make sure that it is taken care of. It is then that they can be really innovative in the ad solutions they offer to customers.

Jose Borghi himself knows that it is important for people to know the customer before one can be innovative. One can’t expect to be innovative by coming up with something that is out of left field. Weird and unfamiliar is not the meaning of innovative. It is better to look at solutions to challenges and see if there is any room for improvement. That way, one can make sure that he is meeting the needs of the customers. Jose Borghi himself knows the market. Therefore, he knows how to bring about the solutions for his clients.

One approach that Jose Borghi always suggests is to look at the market. This is to prevent the company from wasting money on investments that are not going to bring results. While one can put a lot of budget towards an elaborate advertising campaign, it is going to be lost if it is sent towards an audience that does not care about these types of products. Analysis of the market prevents this type of mistake from occurring.Jose Borghi’s experience with advertising and marketing helps him come up with innovative new solutions to issues so that the clients will be able to manage their businesses.