Mammals of Parmalat and Sazon are two campaigns that took the Brazilian advertising sector to an all new height. The innovation portrayed by the campaigns, the clarity of the message they carried, the mind-blowing songs that defined them, and the general effect they had on the people redefined campaigns in the country. Mammals of Parmalat and Sazon still rings a bell in people’s minds to this day. Jose Borghi, today a CEO at Mullen Lowe, was the mind behind the two sensations.
Jose Borghi, a native of Presidente Prudente, would probably not have become an advertising agent were it not for the intervention of his elder sister. As a naïve young man in junior high school, his sister decided to give him the much-needed exposure so as to help him settle on a career. One day, she took Jose with her to a performance at Castro Neves Theater, and that performance turned out to be Jose’s eye-opener.
Jose’s Early Career
Jose left high school without a single doubt of what his career would be. He took up a degree in Advertising and Propaganda at globally respected PUC-Campinas and graduated in the late 80s. Since graduating up to when he established his advertising agency, Jose worked as an editor for agencies, such as Standart Ogilvy and Leo Burnett.
Jose’s Life after Quitting Employment
BorghiErh was the agency that Borghi established after quitting employment. The agency was a joint venture that Jose run in conjunction with his partner Erh Ray. Despite being constrained of funds, the duo was able to withstand and build a strong agency. BorghiErh was later to merge with the Mullen Group and Lowe & Partners to become Mullen Lowe Brazil. Erh is no longer with the agency. Borghi runs Mullen Lowe together with his co-CEO, Andre Gomes.
Besides his advertising career, Jose is a sports enthusiast. He likes working out and participating in athletics.