When talking about advertising in Brazil, the name of Jose Borghi must come up. The founder of Mullen Lowe ad agency has been in the Brazilian advertisement scene for long enough to make him a legend. Jose was the mastermind behind the creation of Sazon and Mammals of Parmalat, two ads whose fame hit all corners of the vast South American country; they are remembered to date.
How Jose Fell in Love with Advertising
Jose Borghi landed in the advertising career in the most interesting of ways. In fact, he was not sure of which career to pursue up until in his junior high school. In order to assist her young brother in selecting a career for himself, Jose’s sister decided to take him to Castro Neves Theater to watch an interesting commercial ad that was stage performed. Jose walked out of the theater with his mind made up- advertising was the life he wanted and learn more about Borghi.
Jose’s Journey to The Ad Career
Jose graduated from PUC-Campinas in the mid-80s with a degree in Advertising and Propaganda. Upon graduating, Standart Ogilvy agency hired him as an editor in 1989. After making an impressive debut in the advertising industry at Ogilvy, other ad agencies started to hunt for his services. He agreed to work for several agencies among them FCB, DDB, and Leo Burnett before quitting employment work on establishing his own agency.
Jose Borghi got a partner in Erh Ray, and together they started BorghiErh, an ad agency than they managed as equal partners. The duo received no funding from investors, and they had to work with the little they had. With an over-stretched budget, Ray and Jose decided to handle almost every department in the firm. After years of intensive efforts and dedication, the agency was bought by Lowe and was rebranded, Borghi Lowe. Recently, the agency merged with the Mullen Group, changing its name once again to its current name Mullen Lowe. Since then, Jose Borghi has been serving as the agency’s co-CEO and read full article.