José Borghi Discusses the Pitfalls of Inbound Marketing

The old saying “advertising is the heart and soul of business” can now be supplemented with: “content is the heart and soul of business.” Every day, more companies are becoming adept at content marketing and are rapidly adopting inbound marketing. New Brazilian advertising entrepreneurs are expecting quick results using this marketing strategy, as if the strategy itself is the only solution to their problems. First we need to clarify the difference between content marketing and inbound marketing.

According to José Borghi, CEO of Mullen Lowe Brazil, inbound marketing is a strategy to attract users by delivering content to help solve their problems, ie, delivering relevant content. It is through this strategy that a brand gains authority in the market and customer trust. In turn, content marketing is a part of this process with the production of relevant material.

If everything goes well, the customer will make a purchase. The main problem here is coming up with an effective marketing strategy. Excited about the novelty and the possibility of getting more customers, many companies end up making a strategy that is poorly planned and done in a hurry.

Some of the common pitfalls of inexperienced marketers are:

Trying too hard to look smart. “It is obvious that a company that produces unique and intelligent content on their website will make their brand look good,” says José Borghi. “But in content marketing strategy, it is not enough. There needs to be a plan that goes far beyond an interesting content. We need SEO optimization, consumer research studies, etc. If an ad agency only relies on attractive to grow their brand, then they will only end up disappointed.” says the President of Mullen Lowe Brazil.

Be useful. In fact, this is one of the main pillars of content marketing and advertising. What you really need to ask is: for whom are you writing for? It is useless to point out the benefits of your product is none of your points are even related to your customer.

“Today’s consumer is well informed before making a purchase. What companies need to provide is factual information, not buzzwords,” emphasizes the CEO of Lowe Mullen Brazil.

Be present. Social media es now dominating online marketing and your company should not be left out. You need to know what interests you customers and engage with them daily. You need to really participate and respond directly to your customers.

José Borghi of Mullen Lowe Brasil-Giving Advertising New Meaning

José Borghi founded the Mullen Lowe agency, one of the most successful advertising firms in Brasil. He produced the high-profile campaign Mammals Parmalat where kids sang memorable jingles dressed as stuffed animals. José Borghi’s success story in the advertising industry began when he was still a high school student.His sister invited him to witness a theater performance about a commercial Vts that were rewarded in Cannes. That marked the beginning of José Borghi’s journey and career in advertising. Borghi never imagined that he would be earning a Lions Cannes award, a few years down the lane.

How José Borghi Began his Career

José Borghi was born in Presidente Prudente. He graduated from PUC-Campinas with a major in Advertising. He took his first job in 1989 at Standart Ogilvy. From there, José Borghi was unstoppable and went ahead to work for various leading advertising agencies like Talent and Leo Burnett and FCB. He later partnered with Erh Ray to start their company BorghiErh. Borghi says, they began the company from scratch and through hard work established it to what it is now.

The company deals with media planning, creation, and coffee services. Erh Ray says the success of the firm led to its purchase by Lowe and in December 2006, the company became Borghi Lowe. From there on, the agency has grown and gained worldwide popularity. Just recently the company merged with Mullen Group and is now called Mullen Lowe with Borghi and André Gomes as co-CEOs.

Greatest Career Achievements

Borghi has made a strong mark in the Brazilian advertising industry. On several occasions, the advertising guru has said he is where he is because of hard work. From a young age, Borghi knew nothing comes easy, and he worked hard and was resilient even when things become challenging. Borghi has handled many cases, and they all add to the success of Mullen Lowe Brasil. Mullen Lowe Group closed its offices in Brasilia to focus on the flagship offices in Rio de Janeiro, and San Paulo.

As an Ad agency, the company has handled various advertising roles for multi-national firms and projects, some of them include Honda, Delta Airlines, America Express, Bunge Group, and Unilever among others. So far the company has won many awards and recognition including the coveted Lions Cannes. In 2009, the company was voted as the professional advertiser of the year. The award is well-deserved given the amount of hard work and effort the team has invested in developing this firm.

Meet Jose Borghi; One of the Most Influential People in Advertising in Brazil

Jose Borghi, the founder of Mullen Lowe AD agency, formerly known as Borghi Lowe, is considered one of the most prominent advertising personalities in the business. He creates high-profile campaigns such as Mammals Parmalat. His creative genius is legendary. The children in Parmalat appeared dressed as stuffed animals and sang memorable jingles, which are still remembered to this day.

The success story of the advertising mogul began in doubt. Mr. Jose Borghi wondered what career to pursue. In the third year of his high school, his sister called him to watch a performance at Castro Neves, a theater. The presentation was a show of commercial VTS that were awarded in Cannes. From then, Borghi knew what his career would be. However, he never predicted that he would be this successful in the future.

Born in Presidente Prudente, Jose Borghi graduated from PUC-Campinas with a certificate in Advertising. He later decided to form his agency, Borghi Erh along with his partner Erh Ray. “We had no investor, no banks, and no guidance. We came from zero, and so we worked hard. We were in media planning and service creation industry,” said Erh Ray on

The agency’s success was great that Lowe soon bought it and it evolved to become Borghi Lowe. Since then, the agency has grown and gained further recognition in both the domestic and international market. Borghi Lowe recently merged with Mullen Group and is now called Mullen Lowe. Jose Borghi became co-CEO alongside Andre Gomes following the merger.

Jose Borghi acknowledges his ability to persist even in the face of adversity. He goes after what he desires. “I realized very early that nobody was going to give me anything. That nothing would come by grace, not by luck or fate. I understood that without my effort, my desires would just be another wish”, said Jose Borghi regarding the results he has achieved.

Ever since his career began, he has overseen significant campaigns for Fiat on as well as campaigns for Honda and other large companies. The campaigns earned him awards both in Brazil and abroad. The campaigns that won awards include; campaigns for Delta Airlines, Fiat, Editora Globo Unilever, Procter, Electrolux, Bunge Group, Leaf Group, Asia Motors, Antarctica, America Online, Alpargatas, BankBoston, American Express, Itaœ, Arcor, Coral Paints, etc.

His most notable awards are 14 lions Cannes, 7 awards at the London Festival, 10 awards at the One Show, 11 awards at the New York Festival, 15 Awards at April Advertising and 10 Clios Awards. The JPA also elected him in 2009, as the agency’s professional “Advertiser of the Year.” He was also featured in the S‹o Paulo Columnists (26th year).