Jose Henrique Borghi is considered one of the advertisingindustry’s most influential advertisers. He has created advertising campaigns that have left a great impression both in the advertising industry and in people’s hearts. One of his best pieces being the mammals of Parmalat.Parmalat is a company that deals with dairy products, and they took Brazilian advertising to a new level when they dressed adorable little children with animal costumes and ran with the slogan ‘because we are mammals’ to promote natural breastfeeding as compared to packed milk. The power and appeal of the advertisement steered Parmalat to the top of the market. Not yet done, Mullen Lowe under the leadership of Jose, lead another campaign ten years after the original one with the same children and focused on how much the ‘mammals’ had grown up.
Jose neither had the confidence he now oozes nor did he know he would run Brazil’ most prominent ad agency. The decision was engraved in him while he was back in Junior High School and his sister invited him to Castro Neves Theatre to see commercial Vts that had earlier won the Cannes awards. Little did he know that his work would not only be one of the most recognized, but it would also be the winner of a quite a number of Cannes lions from the Cannes Film Festivals.
His first job was back in 1989, after he’d graduated from the University of Campinas (PUC) where he had studied Advertising and propaganda. He got the position of an editor at the Standard Ogilvy, and his exceptional work soon led him to rise to the top. Currently, he is the co-CEO of Mullen Lowe Brazil, alongside Andre Gomes. He is also the CCO of the company.
Running an Advertising agency isn’t easy, but Jose Henrique Borghi proved he was not only cut out for the part, but he was also willing to put in the hard work and dedicationto get Mullen Lowe Brazil to the huge strides it has taken. We can only expect to see more form him.
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