José Borghi: The Transformational Advertiser

José Borghi is the founder of Mullen Lowe agency, which was formerlyBorghi Lowe. The agency is considered among the most influential advertising firms in Brazil. Borghi has created high-profile campaigns like Mammals Parmalat where children dressed like stuffed animals sang memorable jingles of the Sazónaccompanied by popular hits of Luciano and Zeze Di Camargo.

Borghi began his advertising career in the third year in high school when his sister invited him to attend a performance at the Castro Nevestheatre and choose an advert. It was a show about commercial Vts awarded in Cannes. That was the eve of his passion for advertising and from there pursued it as a career.

Career Progression

Born in PresidentePrudente, Borghi attended PUC-Campinas and graduated with a degree in Advertising. He got his first job in 1989 with the Standard Ogilvy. He would later work with many agencies including the FCB, Talent, DM9 / DDB, and Leo Burnett before co-founding BorghiErh alongside his partner Erh Ray.

The company began from scratch with no sponsoring banks, investors or godfathers. The two partners worked tirelessly to build it to great success. It was later bought by Lower in December 2006 and transformed to Borghi Lowe. Henceforth, the agency has grown in the advertising industry both domestically and internationally. Borghi Lowe recently merged with Mullen Group and Lowe and Partners to form Mullen Lowe. Jose Borghi serves as the CEO alongside Andre Gomes.

Achievements and Commendations

José Borghi is a persistent advertiser who believes that hard work pays in the business world. He has been recognized for his passion and ability to persist and follow his vision even in adverse situations. He acknowledges that nothing comes as a matter of chance or luck, but through a deliberate effort to achieve results.

Since his early career, Borghi has pioneered important concepts in the advertising world that helped transform organizations like Fiat, Charlie, Honda, and the Down Syndrome Association. He had great achievements that earned him local and international awards while advertising for the Delta Airlines, EditoraGlobo, Procter, Unilever, Electrolux, Bunge Group, Asia Motors, Leaf Group, Antarctica, and Itaú, Arcor, to mention but a few.

The most notable awards he received are 14 awards from Lions Cannes, ten awards at the One Show, seven awards from the London Festival, and eleven at the New York Festival. Borghi was also recognized by the JPA in 2009 and named the Advertiser of the Year by Sao Paulo’s Columnists.