Jose Borghi is one of the most respected and best loved members of the Brazilian advertising industry, but even for the CEO and CCO of the Mullen Lowe Brasil ad agency there is no time to stand still when it comes to the use of technology in the 21st century. In recent months, Jose Borghi has looked to create new areas of success for the Mullen Lowe agency that grew out of his own BorghiErh company formed with business partner Erh Ray; the areas of interest Borghi has been focusing on include social media platforms and new research into the best ways of studying marketing campaigns for the future.
Always looking to develop the advertising industry as a whole, Cannes Golden Lion winner Jose Borghi has played a role in a recent psychology based study into the way individuals react to advertising campaigns. Borghi has already implemented the use of image based research that has been backed up by a research study produced in partnership with Narita Strategy & Design. Jose Borghi believes it is imperative the best information about a reaction to a campaign is obtained to ensure success when launched and is now looking to show how images provide more interesting results than simple question and answer sessions with focus groups.
Although he has a great interest in the Brazilian advertising industry as a whole, Jose Borghi has also focused his own Mullen Lowe ad agency on developing a greater social media presence, including a dedicated campaign created to focus on Instagram. The Instagram campaign produced by Jose Borghi and his team focused on a series of videos posted to Instagram designed to simply show the fun side of the advertising industry, and create a little buzz about the impressive ways Instagram and other social media could be used for advertising purposes.