Jose Henrique Borghi Reveals The Many Ways He Builds A Successful Advertising Campaign

The creativity of a successful advertising executive cannot be underestimated and the work of Mullen Lowe Brasil mogul Jose Henrique Borghi shows how difficult it can be to develop a single successful campaign in the 21st-century. The career of Jose Henrique Borghi began in 1989 when he was given the opportunity to work as an Editor with the Standard & Ogilvy ad agency; Jose Henrique Borghi has joined a long list of advertising creatives and figures who began their career with Standard & Ogilvy and were set on a path to career success that is difficult to match.

Identifying the correct celebrity or individual who can influence the correct demographic of people to become involved in a particular product or service being offered through an ad agency. Jose Henrique Borghi discussed this issue in 2015 when he explained how important research is to the development of a successful campaign and pointed to a survey completed by individuals from the 14 to 17 year-olds demographic revealing which figures from popular culture had the biggest say in the direction the Brazilian advertising industry should take in the future. The rise of Internet based celebrities was a trend already identified by the founder of the Mullen Lowe Brasil ad agency as being important to the future of the advertising industry as a whole in the coming years.

Jose Henrique Borghi believes every advertising campaign should include a great deal of collaboration over the direction each aspect of the campaign should take as the creatives work together and bounce ideas off each other.

Working towards a single goal allowed the development of the Mullen Lowe produced CAIXA campaign to be a great success based upon the use of the Renato Russo song “Once Again” he believes brought together a campaign about long term investing.

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José Borghi Explains How Smartphones are changing the Retail Industry

Currently, the world is experiencing digital revolution where companies like Airbnb and Uber have emerged through technological innovations. These companies use mobile applications, and are currently doing very well on organic search rankings. These rankings are used to estimate the value of a brand, as explained José Borghi of Mullen Lowe Brasil. The increasing demand of Smartphones on the market has played a critical role of enhancing e-commerce, says CEO of Mullen Lowe ad agency, José Henrique Borghi. This has been made possible because these devices have applications that allow customers to purchase products or services much faster and easier. These are features that majority of consumers are looking for when choosing alternative methods of shopping.

In 2015, a study conducted by Criteo revealed that sales of items through Smartphones and tablets accounted for over 50% of all online sales, noted José Borghi. Majority of consumers of e-commerce highlighted brands related fashion as their main focus. For instance in the U.S., online sale of clothing and other accessories using these devices was approximately 40% of the entire online sales on the market. José Henrique Borghi believes the e-commerce industry will continue to grow in future, especially in the sale of mobile devices and accessories. He further urged retailers and brands to identify this trend and find efficient ways of adapting it.

About Advertising Expert José Borghi

Mr. Borghi is a prominent Brazilian advertising expert who began his career from scratch. After several years of hard work, Borghi has emerged as one of the most respected ad professionals in Brazil and abroad. He studied Advertising and Propaganda at PUC Campinas, He began his career in 1989 and worked for several Brazilian ad agencies until he co-founded BorghiErh after partnering with Erh Ray. After several years of restructuring and partnership, the agency is now called Mullen Lowe.