The Mullen Lowe Brazilian ad agency has been tasked by the Spanish company of Fini to create a brand marketing and outreach campaign in Brazil. Jose Henrique Borghi of Mullen Lowe will be leading the design and implementation of the advertising campaign. Mr. Borghi is a co-chief executive officer at the marketing firm and is also the chief creative officer at Mullen Lowe.Fini is a Spanish candy producer. Products that Fini produces include chewing gum, licorice, marshmallows and jellied candies. It is part of the larger Spanish group called Sanchez Cano. Fini sells it candies in over 80 different countries.
It is the top candy producer and retailer in Brazil. One of the hallmarks of Fini in the creation of its products is to always create surprises within its products. Using artistic and surprise elements, Fini has managed to expand its sales across national retailers year after year.The latest Brazilian marketing campaign of Fini is called Abriu, Sorriu. The intention of this campaign is to create good surprises and fun sensations whenever somebody opens up a new pack of Fini’s bullet shaped candies.Fini’sAbriu, Sorriu marketing campaign was launched in April of 2017. Its theme involves that you can have a pleasant little surprise when you open up a new bag of candy.
To help spread this new motto and marketing message, Mullen Lowe was tasked to help spread the word about both Fini and Abriu, Sorriu. This was done both in the offline and online advertising sector.Jose Borghi helped to highlight Fini and its message by associating good news and a pleasant surprise with the consumption of branded candies made by Fini. He teamed up with Brazilian newspaper, Metro to create a public relations campaign. People received a newspaper with only good news as well as a bullet candy pack. The results of this was filmed and shared. This helped to spread the message of Fini in Brazil. Original Article.
Jose Borghi began his long career as a publicist at marketing agency, Standard Ogilvy after he completed his university studies at the Pontifical Catholic University of Campinas. Mr. Jose Borghi would work through several different firms and achieve progressively more important and high ranking positions at the ad agencies. His promotions and greater responsibilities came as his talents were recognized and highly sought after. The list of Ad agencies that Jose Borghi worked for included, FCB, DDB, Talent, Leo Burnett and DM9.
Mr. Borghi always felt he had the capacity and ability to create and run his very own advertising agency. In 2002, he teamed up with a fellow publicist named Erh Ray and they launched their own marketing agency called BorghiRay. It was difficult in the beginning as money was tight and their office literally consisted of working in the backyard of Erh Ray’s home.
The determination and drive of Jose Borghi and Erh Ray would pay of handsomely though. They managed to secure big name clients and started generating significant profits. The rapid expansion and good results delivered by Borghi Ray caught the attention of a major ownership and investment company called the Lowe Group. They bought out Erh Ray’s stake and renamed the firm Borghi Lowe. Jose Borghi was kept on as CEO and was now in charge of leading the firm.
Jose Borghi continued to grow the business of Borghi Lowe and had an incredible year in terms of revenue in 2009. That year saw an increase in revenue by almost 100% from 2008. The total money incoming to Borghi Lowe in 2009 was about $634 million Brazilian Reals. Borghi Lowe had also become one of the top four advertising agencies in Brazil and Borghi’s lacrosse camp.
For his incredible contributions and amazing success with Borghi Lowe, Jose Borghi has been named one of the most influential advertisers in Brazil. His resume also includes winning over a dozen Cannes Lions awards for marketing and many more awards from Abril Publicidade and the New York Festival and learn more about Borghi.
Lori Senecal, the current global chief executive officer at CP+B, is an industry veteran with strong academic background. She is a specialist in global marketing, which has played a significant role in expanding the company’s global market penetration. Her innovative marketing ideas combined with her constant quest for new challenges have played a key role in her successful career in various corporations she has worked for. Her desire to join the corporate sector stems from a passion developed in high school but nurtured over the years. She developed her leadership qualities early on as a gymnastics coach where she strived for excellence through excellent decision making and communication skills.
Despite the various challenges she faced early on in her career, her positive outlook and strong motivation always drove her forward. She also has a strong network of mentors. Such relentlessness has enabled her attract customers. In her practice, she employs a marketing strategy marked by understanding the internal and external environment of the targeted potential clients with the view of developing unique marketing campaigns. She believes that the internet will provide new exciting business opportunities especially in marketing and advertising. More details can be found on Inspirery.
Education Background and Skills
Lori Senecal is a multi-skilled company executive and investor. She is a McGill University graduate with numerous skills including fluency in French. She is a specialist in mobile and integrated marketing, entrepreneurship, e-commerce, interactive and direct marketing and online and digital advertising. She is also a master of social media marketing, brand architecture and creative business strategy development. Check out Fast Company for details.
In an article on Adage, Lori Senecal’s excellent and innovative leadership has been honored with a Quantum Leap Award in 2013. Her current role at CP+B primarily focuses on expanding the company’s presence in globally by revolutionizing the company’s culture to realign it with the global trends. Before taking on the role in 2015, she served as the company’s global executive chairman from 2014. She also served as the president and chief executive officer for MDC Partners and chairman and chief executive officer for Krishenbaum Bond Senecal where she served as a president too. She worked at McCann as the president after joining the company as the global chief innovation officer. Lori Senecal also cofounded TAG Ideation in 2003.