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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