The Genius of José Borghi: Brazil’s Advertising Powerhouse

Founder of the Mullen Lowe agency José Borghi is considered one of the most influential Advertising writers in the business. His creative brilliance is apparent in high profile campaigns, such as children dressed in stuffed animals and singing unforgettable jingles for Mammals Parmalat. How about the hit “Is Love” by Zeze di Camargo and Luciano for the Sazón, which to this day, is still fondly remembered.

Jose Borghi was born in in Presidente Prudente and graduated from PUC Campinas with a degree in Advertising. In 1989, he landed his first job in the field in Standart Ogilvy. Borghi then went on to other agencies, such as FCB, DM9 / DDB, Talent and Leo Burnett before starting up the.BorghiErh Agency. According to Partner Erh Ray,they had no investors or banks, started with nothing, and succeeded through hard work.

Their efforts payed off in December of 2006 when their agency was acquired by Lowe, changing the name to Borghi Lowe. Soon after, the Agency flourished, gaining notoriety in both the domestic and international markets, while paving the way for another merger, which eventually became Mullen Lowe where Borghi becam co- CEO with André Gomes.

Borghi realized that early on there was no one was going to give him anything and nothing was going to come by grace, luck, or fate. He understood that his own effort was the difference between success or being noticed in the large pack of this highly competitive industry on exame.abril.com.

Borghi’s early career was filled with important campaigns ranging from Fiat to The Downs Syndrome Association and Honda. Borghi’s influence grew with as he developed campaigns for Delta Airlines, Editora Globo, Unilever, Procter, Electrolux, Bunge Group, Leaf Group, Asia Motors, Antarctica, America On Line, Alpargatas, BankBoston, American Express, Itaú, Arcor, Coral Paints, and more. Some of the most notable awards Jose Borghi received include 14 Lions Cannes 7 from the London Festival, 10 awards at The One Show, 11 at the New York Festival Awards 15 April and 10 Clios Advertising Awards.

In addition to these prestigious honors, Borghi in 2009 was selected as Advertiser of the Year by the Columnists São Paulo Agency.