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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