José Borghi’s Successful Career as Brazilian Advertisers

José Borghi is the founder of Mullen Lowe Agency formerly known as Borghi Lowe. He has been recognized as the most influential Brazilian advertiser in the industry. Among the thing he did include creating effective campaigns such as the Mammals of Parmalat in which children sang the memorable jingles while dressed like stuffed animal and the great Sazón that came with the Zezé di Camargo and Luciano hit, ‘it is the love.’

José Borghi’s did not know which career to pursue, and he only decided to begin the advertising career when his sister invited him to watch a performance in Castro Neves theater. The play was a presentation of a commercial that was awarded in Cannes. He was still in junior high school, but he had already started seeing himself as a winner of the Cannes Lions.

José Borghi began his career in 1989 at the Standart Ogilvy agency. He, later on, worked for other reputed agencies such as Talent and Léo Burnett, DM9 / DDB and FCB before deciding to establish his advertising agency. He and his partner Erh Ray co-founded BorghiErh agency and by the time they were starting they had no bank, investors or even a godfather in the industry. They both worked hard for the success of the agency and eventually in December 2006 it became Borghi Lowe, and they divided the premiership with Erh Ray. On succeeding in the domestic and international market, the agency amalgamated with Lowe & Partners and the Mullen group, and the name of the agency changed to Mullen Lowe being served by José Borghi as the co-CEO together with André Gomes.

Over the years the agency under the control of José Borghi has climbed the ladder and is now serving large companies such as Honda, Delta Airlines, Electrolux, Asia Motors, Antarctica, Itaú, Arcor, Unilever, BankBoston, Globo and American Express among others. He has scooped prominent awards in the industry such as 15 April Advertising Awards and 10 Clios Awards, 7 London Festival Awards, 14 Cannes Lions and 11 at the New York Festival among others.