One would imagine advertising executive Jose Borghi would now be looking to find a place to relax after proving himself to be a major success over the course of three decades as a Brazilian advertising legend; however, the leader of Mullen Lowe Brasil is not one to rest on his laurels and is still driven to find even greater success after starting his own ad agency with little more than his own talent to get by with. A new study frames the work of Jose Borghi in its attempts to create a new and exciting way of exploring the advertising industry and how it will grow in the future with the aid of technology.
Jose Borghi was working in Brazilian advertising at a time when various creative people were pushing the boundaries of marketing campaigns, which in turn pushed Borghi and business partner Erh Ray to work harder than ever before to create one of the best respected advertising agencies in the world. Beginning his career in 1989, Jose would work for some of South America’s top agencies before finally establishing his own ad agency he hoped would become a success.
The executive behind the iconic “Mammals of Parmalat” campaign is now seeking to make sure the best possible information is always available to the industry by working with Narita Design & Strategy to discover just how best to learn more about the reaction of individuals to specific campaigns. Unhappy with the traditional question and answer focus group options available him, Jose Borghi has already been using more image based research options that inspired the current study created alongside qualified psychologists and researchers. The use of images is now reported to provoke a more realistic and emotional response in participants that can provide advertising executives like Jose Borghi with greater levels of information to aid their work in the future.