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).

1 thought on “Meet Jose Borghi; One of the Most Influential People in Advertising in Brazil”

  1. His first advertising job was in the year 1989 with Standard Ogilvy. Mr. Borghi then left and went to other leading advertising agencies. The only reason for services to have these with them is to understand that all these things could happen if everything could get all that they want.

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