Advertiser José Borghi, born in Presidente Prudente and founder of the Brazilian advertising agency Mullen Lowe Brasil, formerly known as Borghi Lowe, was named among the twenty most important creative minds in Brazil. The magazine GQ Brazil, originally known as Gentlemen’s Quarterly, published a list in April 2015 of the country’s twenty most influential advertisers. The executive Borghi was ranked number nine.
José Borghi’s appearance among the most creative Brazilian advertisers was due to several reasons, including his efficiency for launching successful campaigns. Who can forget Parmalat’s famous campaign, where children appeared dressed as stuffed animals or the most popular jingle in Brazilian cuisine “É o amor” created for the seasoning Sazón? Both works are creations of Borghi who decided in his third year of high school to pursue a career in advertising and publicity. He was influenced by his sister, Irma, who took him to Castro Neves Theater to see a presentation of commercials awarded at the Festival de Cannes, the most important and prestigious festival of audiovisual production in the world.
The current Co-Chief Executive Officer of Mullen Lowe Brazil graduated in advertising from the Pontifical Catholic University of Campinas. He began his career in 1989 at the Standard Ogilvy agency, then went through the offices of Talent, FCB, DM9/DDB, and Leo Burnet, gaining professional experience from major agencies in the country, until he decided to become a respected businessman along with his partner Erh Ray. The two founded the BorghiErh ad agency in December 2002 and set up to work in Erh’s backyard.
Four years later, in 2006, BorghiErh was bought by the foreign network Lowe due to its success. The company’s prosperity continued. From 2008 to 2009 the net revenue grew by 98 percent. The former agency reached fourth place among the largest advertising companies, according to a survey released by the Brazilian Institute of Public Opinion and statistics of the largest market research companies in Latin America.However, Erh Ray left the business shortly after that and it was José Borghi who assumed the presidency of what was then known as Borghi Lowe. After new mergers with Lowe Network, the agency became known by its current name, Mullen Lowe Brasil. Nowadays, publicist Borghi serves as the agency’s CEO, focusing on innovation and creativity, alongside Brazilian publicist Andre Gomes, who takes care of the managerial aspects of the company.It cannot be argued that José Borghi’s visionary and creative mind has played an indispensable role in the growth and success of Mullen Lowe Brasil.