José Henrique Borghi is considered one of the best advertisers in the business in Brazil. He began his career in 1989 when he worked for the advertising agency Standard Ogilvy. He steadily built his portfolio of ads while working for other agencies such as Leo Burnett, Talent, DM9/DDB, and FCB. In 2002 he and a colleague, Erh Ray, decided to start their own advertising agency and thus BorghiErh was born.
In order to find further success in the field of advertising, and to gain even larger clients, BorghiErh was merged with Lowe near the end of 2006. After some further mergers, the agency is now called Mullen Lowe and José Henrique Borghi serves as the co-CEO.
Over the course of his 25-year career, Borghi has created some of the most memorable and creative advertising in the country. Among his most celebrated campaigns is one he created for Parmalat that spoke out against prejudice to people that have Down’s Syndrome. Among the major companies he has created advertising campaigns are FIAT, Honda, Unilever, Kelloggs, Procter, Mitsubishi, Electrolux, and many others.
His work in advertising has earned José Henrique Borghi a large number of industry awards. He has been awarded 11 One Show, 12 Clios, 20 Cannes, 16 Abril Awards, and won 15 awards at the New York Festival. He has also been honored as the “Agency Professional by the Brazilian Advertising Association (ABP), in 2009, and in 2014 the APB named his the Advertising Professional of the Year.
Outside of his work, José Henrique Borghi is a fitness buff and is regularly found on the jogging track. He also bikes frequently around São Paulo and commutes to work this way as well. He has also participate in 12 Ironman events which are the most grueling athletic competitions to be found.
Advertising is the soul of businesses and has been competitive across different states. Many companies are focused on providing content marketing and inbound advertising. As such, entrepreneurs have got high expectations of getting positive results from the Brazilian advertisements. They tend to forget that advertising of products and services is not the only solution to increasing sales.
Jose’ Borghi, the CEO of Mullen Lowe Brazil says that inbound marketing is a strategy to attract audiences by delivering information to help them solve their problems. This involves the delivery of materials with relevant marketing content. Borghi argues that it is through such commitments that a brand can gain customers’ trust and authority in the marketplace. Creating awareness of a product among consumers will only be successful if relevant information is provided.
Jose’ Borghi says that after succeeding in delivering market content, a customer will purchase products or contract services. The most important thing to do is to identify appropriate ways of conveying a product’s information. Drawn by the quest to acquire more customers, many firms end up using poorly planned strategies.
Strategies of Advertising
The publicist of Mullen Lowe Brazil explains some of the advertising methods that should be employed by businesses. It is crucial for a business to publish original information about a brand on their websites. The information can be shared across all social networks to earn the brand some points. Jose’ insists that doing this is not enough for content marketing. There needs to be a plan that goes far beyond interesting information. Conducting a proper research about customers’ taste, preferences and their buying processes is significant.
One of the main pillars of advertising is providing useful information about a product or a service. A company should identify the best target group as their customer. They should be able to understand the importance and use of a product. There is no need of providing information about satisfied consumers in advertising. Today’s consumers are well-informed before making a purchase. Therefore, a company should focus more on providing information rather than evidence.
A firm and its content should be present in social networks. The use of an advertising agency to disclose products’ information in different areas is critical. It is important to study and select the best social networks that will deliver information appropriately. Mullen Lowe Brazil insists that being present in social networks is not just about posting stuff and logging out. A firm has to participate by following their readers’ comments.
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The Mullen Lowe Group in Brazil is a new name for the Brazilian ad agency known as Borghi/Lowe. Mullen Lowe Brasil is part of the rebranding of the Lowe Network. The Mullen Lowe Brasil Group will be under the direction of CEO Jose Borghi and Co-CEO Andre Gomes. Gomes is currently the Vice President of the Rio de Janeiro office. As part of the rebranding effort, the office in Brasilia will be closed. The S‹o Paulo and Rio de Janeiro offices will be the flagship offices.
The Mullen Lowe Group on mullenlowegroup.com is well known in Brazilian advertising circles as well as in the United States and the UK. The ad agency handles advertising for Harley Davidson, Google, Hyatt. JetBlue, Mattel, Royal Caribbean, Western Union, Ikea, Johnson and Johnson and General Motors just to name a few of their high profile clients. The purpose of this high-energy ad agency on interpublic.com is to give clients an unfair share of conscious and unconscious attention that exceeds their budget, market share, distribution and current penetration expectations in a particular market.
Jose Borghi is a respected figure in the advertising world in Brazil. Borghi started his career in 1989. Jose became the VP of the Leo Burnett Agency and he later became president before leaving the ad agency in 2002. That same year Jose formed a partnership with Erh Ray and the Borghi Erh Creative Intelligence Agency was formed. In 2006, Jose Borghi completed a merger with Lowe and he and Erh Ray were named co-presidents of the new company. During his career, Borghi has developed ad campaigns for Honda, and the Down Syndrome Association. Jose Borghi has received several awards while he developed advertising campaigns for Fiat, Electrolux, Unilever, Mitsubishi, Globo, Leroy Merlin, Ox Cosmetics, American Express and Antarctica.
Borghi new responsibilities at Mullen Lowe Brasil give him the ability to use a hyper bundle approach when it comes to brand planning, digital marketing, social media, public relations, mobile marketing, design planning and performance analytics. Borghi calls it a hyper bundle approach because he is able to use internal talent from Mullen Lowe offices outside of Brazil to put brand packages together that can be used in other countries as well as in Brazil.
Mullen Lowe executives talk to clients in a new way. The ad executives are able to break down barriers by changing ad agency behavior through innovation, creativity and doing things that have never been done before.