Focus on CEO Jose Borghi of Mullen Lowe Brasil and the Pitfalls of Inbound and Content Marketing

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The old saying ‘advertising is the business soul’ has found a companion in the maxim ‘content is the soul of your business‘. As days go by almost all companies are becoming adept in inbound marketing and content marketing. Lots of entrepreneurs expect to reap the fruits of their labor fast forgetting that the strategy itself is not the final solution to their issues. It is important to differentiate between inbound marketing and content marketing.

Jose Borghi, the CEO of Mullen Lowe Brasil, defines inbound marketing as the strategy of attracting audiences through delivery of material (relevant content) that helps in solving problems. This commitment assists a brand to gain authority in the marketplace and earn customers’ trust. Content marketing on the other hand comes to this process through coming up with relevant material. Jose Borghi holds that if everything goes well then the customer will make a purchase or contract for service. The question is how a company develops its strategy. Most companies get excited over the prospect of having more customers that they tend to make strategies that are poorly planned and done hurriedly.

Bad Concepts Interpreted

Mullen Lowe holds that there are some content marketing ideas that are spread in a wrong manner leading to people expecting an instant solution. Some of them are explained below:

Looking Smart

A company always publishes intelligent texts and content on its website or blogs that are then shared in various social networks. Jose Borghi points out that this earns it some points. However, this is not an efficient strategy when it comes to content marketing. You have to come up with a plan that goes beyond having motivating content. You require having a study of the buyer personality, SEO optimization, buying journey etc. Mullen Lowe President stresses that the belief that published texts will be your salvation will disappoint badly.

Being Useful

This forms the key pillars of advertising and content marketing. The useful content should also take note of the type of reader and how effective the content will be to him. Your content should be addressed to the target audience. Consumers are much informed nowadays and do not need evidence but rather sufficient and useful information.

Being Present

Ensure that your content does not fall into the turmoil of other social posts that people are not interested in. Ensure you participate in the content you post to interact with the readers. Patience and proper preparation will ensure your advertising strategy is successful in the end.


Contribution of José Borghi to Brazilian Advertising

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José Borghi is a Brazilian native born in Presidente Prudente. José has become an icon in the advertising industry through creating unforgettable events and customizing them with his clients’ brands. Initially, José never dreamt of being in the advertising industry, but when he got an invite from his sister to assist in helping her choose the right path to follow in Cannes, he got attracted by the commercial displays of Vts a scene that sparkled a new dream of joining the advertising industry.

After successfully attaining his academic credentials in advertising from PUC-Campinas, José was full of ideas though his financial muscles were feeble. This didn’t hinder him from scooping his first job at the agency Standard Ogilvy as the editor. After a while, José moved to a series of other advertising agencies where he continued to prove himself as able and optimistic in the advertising industry. When working at the Talent $ Leo Burnett, José met Erh Ray who after exchanging ideas founded their agency BorghiErh.

At the time of the startup, José and Erh had no investors and no banks to finance them but still, their urge for success saw them through the hard times. In 2006, Lowe saw their effort and offered to partner with the duo creating a new partnership company Borghi Lowe. José being an equality ambassador split his presidency with Erh, a move he thought would make the business extend from diverse strategies. Over the years, the agency has received praises from the domestic and international markets making them be listed among the best ad companies. Recently, the company partnered with Lowe group and Mullen agency enlarging its service territories even closer to the clients.

The Borghi Lowe got a series of changes after joining up with Mullen and Lowe agency giving it its new name Mullen Lowe. José Borghi and Andre Gomes are the CEOs of the agency. José is a firm believer that success doesn’t come on a silver platter, and that one has to work himself out to achieve his desires. Over the years, José’s effort has been recognized through awards and accreditations from various institutes which have seen the change and enthusiasm José Borghi brought to the Advertising Industry.