Category Archives: Influential Advertiser

José Borghi is Among the Top Most Influential Advertisers In Brazil

José Borghi is the founder of the Old Borghi Lowe currently known as Mullen Lowe Agency. The firm is known for its influential advertising strategies. José Borghi is the creator of the great campaigns such as the Sazón when Zeze di Carmago and Luciana, ‘Is Love,’ became a hit. It remains memorable to date. The other campaign is the Mammals Parmalat where kids dressed like stuffed animals then sang great giggles.

He was not sure about pursuing advertising in school or not until his sister invited him to watch a performance in Castro Neves Theater. Her intention was to help him decide on which way to follow. The presentation was on commercial Vts awarded in Cannes. José Borghi from that day decided on his career path even if he wasn’t sure of what future holds for him.

José Borghi was born in Presidente Prudente and graduated from PUC-Campinas where he specialized his career in advertising. In 1989 José Borghi got his first job at Standart Ogilvy before joining other top agencies in the area. The advertising agencies he worked for include Talent and Leo Burnett, FCB as well as DM9/ DDB.

He partnered with Erh Ray to open an ad agency known as BorgiErh where at the point of inception they did not have any investor, godfather or even a bank. They worked so hard for the success of the agency on interpublic.com before it was bought by Lowe and became Borghi Lowe in 2006. The Brazilian Advertising agency grew from that time gaining more evidence in the local and international market.

The agency later merged with the Mullen Group to form the Mullen Lowe where José Borghi became the Co-CEO with André Gomes. Mullen Lowe Brasil has continued to succeed even in adverse situations, and José Borghi says that it is through their efforts they have come this far.

Through the agency, Jose Borghi and his Co-founder have carried out campaigns for top companies and won several awards. The companies include Honda, Delta Airlines, Unilever, Procter, Fiat, Electrolux, Bunge Group, Asia Motors, America On Line, Editora Globo, Alpargatas, Leaf Group, Antarctica, BankBoston, Itaú, Arcor, Coral Paints, and American Express among others.

Some of the awards they won include 14 Lions Cannes, 10 awards at The One Show, 10 Clios Advertising Awards, 7 awards at the London Festival, and 11 at the New York Festival Awards 15 April. José Borghi was as well elected by the JPA in 2009, as the professional “Advertiser of the Year” by the agency in Columnists São Paulo (26th year).