The marketing genius, who’s success lies behind Mullen Lowe, Brazil’s incomparable and highly celebrated promotional groups, is Jose Borghi. One of Jose’s famous and endearing productions, is “Mammals Parmalat”. In this production, which was aired all over Brazil, children are singing and dancing to, Brazilian jingles, while dressed as if they are stuffed animals.
Jose’s victorious success, in the difficult vocation of marketing, started, when Jose was enrolled in middle school. His sister came to Jose one day, to interest him into going out with her, to view a presentation at the local theater. The theater was that showcasing a variety of highly creative videos, each of the videos, were famous, all over his homeland, for their clever presentation. The promotional videos that were presented that day at the theater, each conveyed well-known commercials, each of these videos, had earned for the creative minds behind their production, distinguished respect, from the esteemed Cannes Film Festival. Each of the creative producers of the commercials, was given an award. These stunning awards, resembling golden lions, captivated Jose. When he looked upon those attention-grabbing, lion awards, he knew immediately that he would work hard to become an original creator of commercials, too.
Jose attended the respected PUC-Campinas. It is there, that he earned his Advertising degree. Jose started his first job, in 1989, at the Standart Ogilvy. He added to his professional expertise, by working at Leo Burnett, and many others. It was not long, before Jose, with Erh Ray, established a promotional company, and founded the endeavor after their surnames, BorghiErh.
In time, they were purchased by Lowe. The name was then altered, to Borghi Lowe. The business venture prospered, achieving global recognition. Later merging, with Lowe & the Mullen Group, to found the enterprise, Mullen Lowe.