Jose Borghi is one of the most influential advertisers in the Brazilian advertising industry. He is the founder of Mullen Lowe ad agency, formerly known as Borghi Lowe. He has created great campaigns of a high magnitude like the Mammals of Parmalat where young children were dressed like stuffed animals and sang jingles that are unforgettable. There is the Sazon advertising that included the Zeze di Camargo and Luciano hit “It is the Love” that is still remembered to date.
Commencement of the Advertising Story
Jose’s advertising success story started off on a doubt about the career he wanted to pursue. During his high school years, he was invited by the sister to Castro Neves Theater to watch a certain performance. This helped him make a choice of the career path he wanted to follow. The performance displayed the commercial Vts in an award ceremony in Cannes. It was from this point on that Jose Borghi knew the career he wanted to pursue in his life. However, he could not have predicted that in future he could be winning the Cannes lions.
Borghi’s ability to be persistent even in the most adverse situations has been recognized by Marathoner, an advertiser. Jose Borghi stated that he had realized early enough that there was nobody who could offer him anything on a silver platter, destiny or luck. He learnt and appreciated the need to work harder at whatever he set to do.
Ever since his early years into his career, he has been in charge of important cases apart from the two mentioned above. He was involved in Fiat’s Review Concepts, Down Syndrome Association’s carlinhos, Honda campaigns and other big companies. These include Globo, Delta Airlines, Procter, Folha Group, Antarctica, American Express among others. Among the most prominent awards include the 7 London Festival Awards, 14 Cannes Lions, 10 Clios Awards and 15 April Advertising Awards.
About Jose Borghi
Jose Borghi is an advertising graduate from PUC Campinas. He started off his career in 1989 with a job at Standart Ogilvy agency. He passed other reputed ad agencies like FCB, Talent, DM9/DDB and Leo Burnett to open BorgiErh with his partner Erh Ray. Jose said that they started from scratch without investors, godfather or bank. He stated that this is the reason why the ad agency works hard. The agency became a success and was acquired by Lowe to become Borghi Lowe in the month of December 2006. It recently merged with the Lowe & Partner and Mulen group to be known as Mullen Lowe Brasil with Jose Borghi and Andre Gomes as the co-CEOs.