Looking at the career of Mullen Lowe’s Jose Borghi in its present form makes it difficult for anybody to imagine this popular communications expert was once struggling to find his place in the world. As the founder and creative leader of Mullen Lowe Brasil, Jose Borghi plays a key role in the Brazilian communications industry who has created some of the most important campaigns in the history of Brazilian advertising; Borghi himself was responsible for the hugely successful “Mammals of Parmalat” campaign that has become a worldwide hit.
Many professionals in the advertising industry state they have always been aware of how important the industry is and wished to join it from an early age. Jose Borghi tells a different story that saw his sister take him to an advertising exhibition when the young Jose was still trying to decide on which direction his career should take. The idea of his Borghi’s sister was to use an exhibition of Brazilian advertising at the Castro Neves Theater to allow the young Jose Borghi to explore the different careers and industries on offer; instead, Jose Borghi had decided before the end of the exhibition that an advertising career was for him.
Before forming his own Mullen Lowe ad agency with respected colleague Erh Ray Jose worked his way through a number of the most respected agencies in Brazil and enhanced his reputation with each move. Even after making the decision to form a new ad agency, Jose Borghi states he and Erh Ray acted as every department in their newly formed company from making coffee to marketing themselves. The success of Jose Borghi and his Mullen Lowe ad agency has continued over recent years as major companies from around the world have sought their experience and skills, including Delta Airlines, Fiat, Unilever, and American Express.