José Henrique Borghi; the Advertising Mogul of Brazil

The founder of Mullen Lowe ad agency José Borghi is among the most influential advertisers in Brazil. He has created hard-hitting campaigns such as Mammals of Parmalat. In the ad, children dressed like stuffed animals and sang some rhymes. The jingles have become quite memorable and are talked about up to this day. Watch Video Here .

More about José Borghi

He founded Mullen Lowe ad agency, which was previously called Borghi Lowe. It has become quite successful in Brazil. He began his career in advertising quite early. For him, it all started while he was still in high school. He went to visit his sister when he saw some awesome advertisements in the city. From that day, he knew that his career was in advertising. He promised himself that he would one day come back to the city to create ads and not just to see them.

His Humble Roots

José Henrique Borghi was born in Presidente Prudente. He graduated from PUC-Campinas with a degree in Advertising and Propaganda. His first job was at Standart Ogilvy, a successful ad agency. His talent became quite apparent early on. He got offers in major ad agencies. Later on, he partnered with another guru in the ad industry to start his own agency.

Things Were Tough

When José Borghi began his ad agency, he did not have a godfather, a bank, or an investor. He and his partner had to start from the bottom and go all the way up. However, hard work helped them to climb the ladder of success, becoming one of the most successful ad agencies in Brazil.

Today the ad agency has clients both at home and abroad. To achieve what he has achieved today, José Borghi relies extensively on research and experts. His agency has been known to use psychologists to study what impact their ads will have on the target audience.

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What role are smart phones playing in the current day retail world-Jose Borghi shares his views?

Jose Borghi is one of the most successful investors in Brazil. He has been working with various companies in the advertising agency business. He also owns an advertising company that is known as Mullen Lowe. He is the Co-CEO of this company and in charge of most of the executive decisions. Other companies that he has established in the past include BorghiErh, the company that he established in conjunction with Erh Ray. One of the things that have been fascinating him in the current market is the changes that Smartphones have brought to the consumer market.

From the fact that more than 80 percent of the population now owns smart phones, it is easy to conclude that the marketer who targets these gadgets will be reaching a very large percentage of the population. The emerging industries that have taken advantage of the trend and made huge successes include Uber and Airbnb. Uber offers cheap and convenient travel from the driver that is closest to a particular customer’s device. On the other hand, Air BnB makes it possible for people to book accommodation and share to their convenience.

Jose Borghi states that the best thing about this technology is the fact that it offers the customer the same goods and services, but at a lower cost. The lower cost is as a result of the fact that costs such as renting a physical location for the business and hiring staff are eliminated when one decides to invest in digital marketing. In addition to this, the clients or customers will get the service or goods that they are looking for without much movement on their part. He states that the people who will be successful in marketing should really start thinking about investing in digital marketing, and especially goods that can be accessed via the mobile phone.

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