Jose Borghi is the founder of Mullen Lowe agency, formerly known as Borghi Lowe, and is considered one of the most influential advertisers in his field. He is the creator of high-profile campaigns such as Mammals Parmalat, in which children appeared dressed as stuffed animals and sang unforgettable jingles, as well as the Saz—n and the hit of Zeze di Camargo and Luciano, “It is love,” which is still remembered to this day.
The story of his success in advertising began with a doubt: What career do I pursue? In his third year of high school while he was still studying his sister called him to see a performance at the theater Castro Neves to help him choose which way to go. The presentation was a show of Vts commercials that won awards in Cannes on exame.abril.com.br. From thereafter Jose Borghi knew what his career would be, but he could hardly predict that in the future he would be earning a Lions Cannes.
Born in Presidente Prudente, Jose Borghi graduated from PUC Campinas with a degree in Advertising. His first job in this area was in the year 89 in Standart Ogilvy on adsoftheworld.com. The writer then went on to work in other leading agencies, such as the FCB, DM9 / DDB, Talent and with Leo Burnett who was to open his own agency, BorghiErh along with partner Erh Ray. “We had no investor, no banks, no godfather. We started from absolute zero and so we worked hard. We were media planning, doing the creation, service and even the coffee,” says Erh Ray. Their success was great and was soon bought by Lowe, becoming the Borghi Lowe in December 2006 when the presidency was divided with Erh Ray. Since then the agency has grown and has gained greater recognition in the domestic and international market. They recently merged with Lowe & Partners and Mullen Group, and the agency is now called Mullen Lowe. Jose Borghi became CO-CEO alongside Andre Gomes.
A marathoner, the advertiser acknowledges his ability to persist even in adverse situations and go after what he craves. “I realized very early on that nobody was going to give me anything, that nothing would come of grace, not by luck or fate. I understood that without my own effort would be just another”, said Jose Borghi regarding the results he has achieved.
Since the beginning of his career Jose Borghi was in charge of important cases, besides those already mentioned. He revised concepts such as “Fiat,” and “Charlie” for the Down Syndrome Association were just a couple of them, as well as campaigns for Honda and other large companies, which earned him awards both here and abroad. These include Delta Airlines, Fiat, Editora Globo Unilever, Procter, Electrolux, Bunge Group, Leaf Group, Asia Motors, Antarctica, America On Line, Alpargatas, BankBoston, American Express, Itaœ, Arcor, Coral Paints and etc. the most notable awards are: 14 lions Cannes, 7 awards at the London Festival, 10 awards at the One Show, 11 at the New York Festival, 15 Awards April Advertising and 10 Clios Awards. Jose Borghi was also elected by the JPA in 2009, as an agency professional “Advertiser of the Year” in the Columnists S‹o Paulo (26th year).