An Overview of Jose Borghi’s Influence in the Advertising Industry of Brazil

Jose Borghi, the man credited with the creation of Borghi Lowe, cannot miss out on any list looking at the most influential advertisers present in Brazil. He has created advertising campaigns that generated huge repercussions and remain unforgettable until this day. One of his memorable advertisements remains the mammals of Parmalat where he featured children wearing costumes that resembled stuffed beasts as they sang unforgettable jingles.

How Did it All Start?

Jose Henrique Borghi started off his career in a rather unconventional means. He did not clearly know what he wanted to do with himself in future when he was tackling junior high. Luckily, he had the opportunity to accompany his sister to a performance that took place at the Castro Neves Theater. The performance itself featured awards on display in Cannes. This performance greatly inspired him to join the Brazilian advertising industry. He chose this career path not knowing that one day he would be the person scooping one of the various Cannes Lions that were available then.

Starting Off

Jose Borghi hails from Presidente Prudente and graduated from PUC Campinas,. While here, he studied Advertising and Propaganda. He held down the first job in 1989 at Standart Ogilvy. He performed his duties well and this saw him passing over various great agencies like Talent, DM9/DDB, Leo Burnet and FCB. He founded his own ad agency, BotghiERh, which he started in conjunction with his friend Erh Ray. Jose Borghi recalls they did not have any investors, godfathers or the backing of any bank. The duo started from scratch but worked extra hard to building their company, which Mullen Lowe later purchased and changed its name in December 2006 to Borghi Lowe. The agency then merged with Mullen Lowe and acquired a new identity, Mullen Lowe where Borghi acts as the co-CEO together with Andre Gomes. Mr. Jose Borghi is famed for showing remarkable persistence during the hard times and for being a go-getter.

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