Posts in Category: Advertising Firm

Mullen Lowe Executive Jose Henrique Borghi Explains The Creative Process

Crafting the perfect advertising campaign can be a difficult and time-consuming process for those who began their career in Brazilian advertising in 1989, such as Mullen Lowe creative Jose Henrique Borghi. Understanding how and why certain decisions were taken as a TV, print, radio, or Online ad was created has recently been discussed by Jose Henrique Borghi as he explained the choices made during the creation of his ad agency’s CAIXA new savings campaign; the decision to use the Renato Russo song “Once Again” was taken as the song reflects the principles and ideas behind the company and the product it was launching.

The Mullen Lowe ad agency has been developing its position as a leader in the Brazilian advertising sector for a number of years and has a number of offices open across the major cities of the South American country. Jose Henrique Borghi has been keen to point out the advertising industry is a field where collaboration is an important aspect of work being done on a daily basis. The CAIXA campaign was actually completed in the Mullen Lowe Brasil offices in both Sao Paulo and Brasilia where different teams worked together to combine their skills to develop a campaign the agency is rightly proud of.

In explaining the different aspects of the CAIXA campaign to the public, Jose Henrique Borghi has revealed three different creatives from the Mullen Lowe advertising agency were involved in writing the campaign. The decision to focus the CAIXA campaign on a series of different areas of the media, including print and Online media options shows the depth of thought and planning going into the development of each and every campaign Mullen Lowe and Jose Henrique Borghi set out to complete for their clients.

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Jose Henrique Borghi – Leading Name in the Brazilian Advertising Industry

Jose Henrique Borghi has achieved tremendous success in the Brazilian advertising industry, and it is all because of his unconventional ideas and ad campaigns that he has created for his clients over the years. Jose Borghi is the man behind one of the most popular advertisements of all time that he created and conceptualized for wildlife conservation. The ad named “Mammals of Parmalat” is still remembered by many as one of the most inspiring ads ever created in Brazil.

Jose Henrique Borghi currently holds the designation of co-CEO at the third largest advertising agency in Brazil, Mullen Lowe Brazil. Jose has played a very significant role in the success of the advertising agency and has also helped it get some of the big accounts. Even though Jose Borghi has worked with many companies over the years, some of his clients that are worth mentioning are Mitsubishi, Unilever, and Fiat. The advertising campaign designed by Jose Henrique Borghi for Fiat Automobiles helped the company achieve great success after entering the Brazilian market, and achieve its sales target quite easily.

Jose Borghi graduated in Marketing from the leading institution in the country, Pontifical Catholic University. He has worked with some of the top most advertising firms in the country, such as FCB, Talent, Leo Burnett, and DM9DDB. Working with the top Advertising agencies helped him gain the experience as well as the exposure needed to survive in this highly challenging and competitive profession.

Jose Borghi has won many awards in the advertising world, including 20 Awards at the Cannes Film Festival, 16 Abril Awards, 7 Awards at the London Film Festival, 15 Awards at the New York Film Festival, and more. One of the reasons he continues to enjoy continuous patronage of his clients is that he has managed to deliver consistent results in the advertising business to his clients over the years, and he does so by providing unique and out-of-the-box solutions.