Jose Borghi is a well-known person in Brazilian Advertising industry through his significant contributions towards revolutionizing how brands approached and solved consumers’ needs. Borghi is currently the co-chief executive officer and CCO of Mullen Lowe Brasil. Though his successes precede him, he never made due to what other people call luck of destiny. Borghi is a staunch believer in hard work and determination; the two traits that propelled him higher up where he is now.
Jose Borghi while in high school, felt an urge to dig deeper into what life had in store for him. Through the help of his sister, he was able to discover his love for advertising when he attended a theater performance where there was an award of Cannes Lions, a prominent award in Brazil. Hardly did he know that one day he will too be among the most prominent advertisers in Brasil.
After high school, Borghi joined a course in Advertising at PUC Campinas where he graduated and started his broadcasting career in 1989 as an Editor at Standart Ogilvy. Borghi later joined hands with Erh Ray to start an Ad Agency called BorghiErh which became the father of change the Brazilian Advertising industry has witnessed. After so much success, BorghiErh was observed by Lowe to form Borghi Lowe. And recently Borghi Lowe merged with Mullen Groups and Lowe & Partners to form a powerful Ad Agency, Mullen Lowe Brasil.
Through Mullen Lowe, Borghi has helped biggest brands such as Delta Airlines, Honda, Folha Group, among others to drive campaigns that have won both domestic and international awards. Borghi has helped brands devise a new way of perceiving customers’ inner cravings. Through collaborations with Narita Design & Strategy research agency, Borghi has proved that indeed the use of images in ads yields better results than just plain words and contact him.
Their findings indicated that the participants were more likely to respond faster when given an image as compared to pure questions. Borghi commented that this would help companies deliver more value through their advertising. The study presented a new method of conducting customer research, where instead of issuing out questionnaires and later analyzing the results, the participants are asked to respond using the pictures and learn more about Borghi.
A school in Berlin said that these findings are accurate in that a person is more likely to answer based on his emotions when given images since his rational thinking might not be practical at that time.
Through this and more, Borghi has set an example for the generations to come that hard work is rewarded. And anyone can make a positive impact in their society and Borghi’s lacrosse camp.