Mammals of Parmalat and Sazon are among the most appealing and memorable adverts in the history of Brazilian ads. The Mammals of Parmalat ad is remembered for its jingles that were so refreshing and the children characters, wearing the unique attires that were so appealing. Sazon, on the other hand, is remembered for its theme song- it is the love. These two ads were a creation of Mullen Lowe agency, arguably the most popular ad firm in the Latin American country. Behind the establishment and astounding success story of Mullen Lowe agency is none other than the Presidente Prudente-born Jose Henrique Borgi.
How Borghi Joined the Ad Industry
Jose Borghi is who he is today courtesy of his elder sister. During his days in the junior school, Borghi was confused about the best career that would suit him. He had no idea of what he wanted to pursue at the university. Everything, however, changed when his sister invited him for a commercial Vt performance at the Castro Neves Theater. This was the performance that opened Jose Borghi’s eyes career-wise, and he decided that a career in campaigns and advertisement was what he wanted. After high school, he enrolled for an Advertising and Propaganda course at PUC-Campinas.
Standart Ogilvy was the first ad agency to hire Jose Borgi in 1989. After making a name for himself in the company, other companies such as Talent, DM9/DDB, FCB, and Leo Burnett hired him at different times to serve in different capacities. Years later, Jose quit employment to join hands with Erh Ray, with whom they founded BorgiErh ad agency. After an impressive season riddled with success, the outfit was purchased by Lowe and was rebranded to Borghi Lowe in 2006. Erh and Borghi later parted ways, and Borghi merged his share of BorgiErh with Lowe & Partners and the Mullen Group. After the merger, the outfit formed was the current Mullen Lowe Brazil. Andre Gomes and Jose Borghi serves as the firm’s co-CEOs.