Jose Borghi’s Take on the Recent Advertisement Market Shifts


In the world we are living in today, there is no denying that media is a fundamental element in our daily lives. Since its creation in early 20th century, media has evolved from mass media- radio and TV to social media in the 21st century. One of the undisputed components of media is advertising and propaganda. As media evolves, the advertising industry is revolutionized. Today, advertisers are conveying information to their target groups in an easier, efficient, and cost-effective way, thanks to the online platforms.

If there is someone who understands this advertising revolution story, then it is Jose Borghi of Mullen Lowe Brazil, an advertising veteran. According to Borghi, the online advertisement platform received investments to the tune of R $10 Billion in 2016. He further said that mobile service providers have redefined advertisements by establishing digital marketing services. In the wake of these developments, Borghi admits that veteran ad companies have no option than to strategize on how they will compete with the new market players.

In 2016, Brazil was hit by inflation with the national GDP dropping by 3 percent. The ripple effects of inflation are felt most in the marketing industry since the industry largely depends on the purchase of commodities. Jose Borghi argues that at times of economic instability, Brazilian ad agencies ought to come up with strategies that will help brands to survive the hard times. According to him, advertising is not all about presenting products to customers but also collaborating with producers to plan against any possible failures. In the recent times, many businesses are embracing e-commerce form of business. In respect to this, Jose Borghi challenges the ad agencies in Brazil to become innovative or risk being swept out from the market.

Jose Borghi is a man who walks his talk. At his ad agency, Mullen Lowe Brazil, he leads a team of talented people from across the world. The team comprises of experts in fields, such as PR, mobile marketing, planning, direct marketing and digital creation. With a team like that, the firm is more than ready to compete at the highest levels and to evolve with the evolving world. for more.