Jose Borghi, the founder, and CEO of Mullen Lowe agency thinks that crisis is the best opportunity in business. As a man who started from the scratches, his experience has taught him more than any textbook. His story is highly inspirational for any aspiring entrepreneurs and for people who are looking for an opportunity to advertisement industry. He knows that the market-oriented, highly volatile advertising industry would have many challenges and difficult times are part the economic conditions.
He was born in Presidente Prudente, São Paulo and completed his graduation in Advertising and Propaganda from the Pontifical Catholic University of Campinas. He started his career with Standart Ogilvy agency in 1989. Later he worked with other advertisement agencies like FCB, Talent and Léo Burnett, and DM9 / DDB. Later he opened his own ad firm named BorghiErh with his friend Erh Ray. “We had no godfather, bank, investors and were absolute zero. So, we worked hard and done media planning, creation, and service ourselves,” remembers Erh.
Their hard work paid well, and the agency has grown and achieved a good reputation in domestic and international markets. The firm merged with Lowe & Partners and again with Mullen group, and now it is called as Mullen Lowe. “I understood that nothing comes by free or I can’t earn anything by luck or destiny. Also, no one is going to give me anything, and if I want to grow, I have to work hard,” Jose Borghi explained his driving force.
When the country is going through financial turmoil, he asks the advertisers to take it as an opportunity. He says that his concept of marketing is not restricted in the presentation of services and products to consumers, but it is an active involvement in the life cycle of the product. He insists the need of using technology in branding that helps to create a comprehensive strategy by analyzing the market, product, and capacity in detail.
Visit http://www.ecp.org.br/revista/entrevista/julho for more.