Jose Borghi founder of the Borghi Lowe agency, (now Mullen Lowe), is one of Brazil’s best when it comes to advertising. You might know his successful campaigns such as Sazon that featured the hit, “Is Love,” still a favorite tune on many lists and Mammals Parmalat where kids dressed up like stuffed animals and sang fun and memorable jingles.
As a young man, he wasn’t sure about which career path to pursue. However, after seeing a performance at the Castro Neves Theater, Jose Borghi knew he wanted to be in the entertainment industry in some way. He never dreamed that one day the advertising he produced would be featured at the Cannes Lions Festival and that he would become known as one of the most creative and talented members of the international advertising community.
Jose Borghi was born in Presidente Prudente and studied advertising at PUC Campinas. He started his professional career in 1989 with lower rung positions at Standart Ogilvy, DM9/DDB, FCB and Leo Burnett. He then opened his own agency with business partner Erh Ray.
The agency started with no backers, investors, banks or loans. They built it from the ground up with hard work, a solid media planning and creation service and a lot of coffee. In 2006, the agency merged with the Lowe agency becoming Borghi Lowe. This expanded its notoriety throughout both Brazilian and international markets. At this time, Jose Borghi began to share the head CEO position with Andre Gomes as Ray moved on to pursue other interests.
Jose Borghi is proud of the work he’s done and his career. He feels he’s able to survive and find success even if he experiences adversity. He says he knew no one would give him anything. Nothing would come by, “grace, luck or fate.” He says he understood that if he didn’t make an effort and go for what he wanted, he would just be another unsuccessful nobody. Therefore, his achievements aren’t remarkable or unexpected to him. He’s worked hard toward many goals in order to achieve what he has.
Even early on in his career, the companies he worked for trusted him with very important campaigns for corporations on Facebook and organizations such as Honda, The Down Syndrome Association, Delta Airlines, Unilever, Electrolux, Asia Motors, America Online, American Express and Fiat. His campaigns have earned him awards in Brazil and other countries as well.
These awards include 14 Lions Cannes Awards, 7 London Festival Awards, 10 One Show Awards and 10 Clio Advertising Awards. He was also named, “Advertiser of the Year,” in 2009.