José Borghi is the most famous person of Brazil’s Advertising Industry. He founded Brazil’s biggest advertising agency Mullen Lowe. The very popular repercussion ‘Mammal of Parmalat’ is the creation of Jose Borghi. It showed kids wearing the costumes that looked like stuffed toys. The kids were singing jingles which meant “It is the love.”
The incident became the turning point of Borghi’s life. He realized that he had a great interest in advertising. To encourage Borghi, his sister decided to take him to a theater performance. It was an award winning performance which moved him, and he decided to choose to advertise as his career. At that time, he was in school, and he had no idea about the future.
Presidente Prudente is the city of Brazil where Jose Borghi was born. After finishing school, he went to the Pontifical Catholic University of Campinas to study propaganda and advertising. In 1989, he began his career with Standart Ogilvy. Later, he worked in other advertising agencies including Leo Burnett, FCB, Talent, and DM9/DDB. With the passage of time, Borghi and his friend Erh Ray realized they should start their advertising agency. Hence, BorghiErh was created. According to Borghi, no one was interested in investing in their company at that time. There was no other option but to work very hard. According to Erh Ray, their whole day was spent doing tasks like creating, media planning, coffee drinking, and service providing. After a few years, they succeeded, and Lowe got interested in their business. Therefore, Borghi Lowe was created in 2006. It was a breakthrough which leads to company’s success in domestic and global market. Later, Mullen Group and Lowe & Partners merged with Borghi Lowe, and Mullen Lowe was created. Jose Borghi and Andre Gomes are the COOs of the company.
Jose Borghi was asked how he got successful. He replied that he realized his ability to keep himself persistent despite the bad times. It became his major strength to achieve goals. He further said that people should understand there is nothing for free. Luck does not bring anything to you, but hard work does.