José Borghi, the founder, and co-CEO of Mullen Lowe agency, a prominent advertising firm, is confident about the current economic condition. Though there are reports confirming that the Brazilian GDP will contract this year, he believes that there are still opportunities to tackle by the advertising firms. Jose Borghi thinks that current economic condition shouldn’t be a cause to worry. He says that similar types of fluctuations are reported previously as well, and Brazilian advertising industry doesn’t want to be worried due to the recent developments.
Jose Borghi says that it is important to stay focused to get the desired results. It is always good to take an extra effort and get the solution or result during the crisis time. The marketing departments should work on creative strategies that are mitigating the effects of the economic downturn. All it needs is decisive actions to bring the result that is aimed. He further advises that marketing is not just limited to presenting and promoting the product, but it is also involved in actively taking part each stage of the product or service.
He further says that marketing department is very crucial for any company as it can give a warning about the instability of the economy or company. Also, he asks companies not to cut down the marketing budget as it may permanently bring down the brand value and reputation of the firm. He says that the marketing should be focused on long-term goals. His long years of experience in different ad agencies including his own firm has helped him to come up with action plans to address various challenges including economic crisis.
Borghi was born in PresidentePrudente and completed his graduation from PUC-Campinas in Advertising and Propaganda before starting his advertising career. He first joined the ad agency Standart Ogilvy in 1989. Later he worked with different agencies including DM9 / DDB, FCB, Talent and Léo Burnett, etc., before founding Mullen Lowe agency.