At the 2000 Cannes Film Festival, two Golden Lion awards were given to a brand new start up agency called Neogama. The agency was formed just a year earlier in Brazil by long-time advertising copywriter and creative director, Alexandre Gama. This was the first time in the history of Cannes that an agency was given a Golden Lion in their first year of operation. It was a surprise to those in attendance but over the next 18 years, Gama would continue to impress.
After spending nearly two decades working for various agencies, Alexandre Gama formed his own business in order to be able to create with no restrictions. The result has been numerous awards including Creative Director of the Year and 23 Golden Lion awards at Cannes. Gama is now known all over the world as one of the most successful agency owners in South America and around the world.
The volatility that has been exhibited on the global financial markets should not be feared in the eyes of Mullen Lowe’s Jose Borghi; instead, the CEO of the Brazilian ad agency believes the volatility of the markets provides an opening for companies who are properly positioned to take advantage of any changes in the markets that make this a great way of establishing a new brand. As the next group of top 500 global companies are beginning to emerge the need for a higher standard of advertising and a more dedicated approach to embracing new technologies should be explored to make sure customers are engaged in the correct way.
Jose Borghi has risen to the position of CEO of Mullen Lowe Brasil after he established the ad agency after creating a successful career as a writer and creative in many of the top companies in Brazilian advertising. Borghi set out on the new venture of creating his own ad agency with fellow advertising creative Ehr Ray, the company would initially become Borghi Lowe before enhancing its reputation with a partnership with the global brand of Mullen; the latest technology has become a mainstay of the work of Jose Borghi as he has sought to develop an advertising agency that is known across the globe.
In terms of the latest developments in advertising in Brazil and across the globe Borghi believes the fact many companies will fail offers an opening to those who can truly engage with their customers on a personal level. Engaging with a brand on a personal level can lead to a greater sense of customer loyalty when a business decides to make various changes to their brand in response to the demands and ideas of a consumer base that will begin to play an even more important role in the evolution of every successful company brand.
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