Early last year, Provokers announced the results of a survey that was aimed at electing the most influential young people all over Brazil. This sampling was conducted for Mensagem, Meio and Google in a bid to find out the young media personalities who significantly influence the age group from 14-17 years in Brazil. For Jose Henrique Borghi of Mullen Lowe, the results of the survey helped to explain the taste and preferences of the young people in front of the media.
The study was dubbed as The new influencers: who shine on the screen of young Brazilians. It was conducted between October and November in 2015 and analyzed the opinion of about 1000 young people. One of the findings from the survey showed YouTubers as one of the most listed for various reasons. For Borghi, this result served as an important indication of what the young people want nowadays. Click here to watch video.
Different interviewees were well-aware that all people ought to enjoy connecting to the Internet and watching television programs. Jose Borghi reiterated this point by citing that the two attributes were common amongst young people. According to the survey, some of the top influential celebrities included comedian Tata Werneck who scored 51.7. Danilo Gentilli and actor Paulo Gustavo followed suit with 51.1 and 45.1 points respectively. Other celebrities included Caio Castro, duo Leon and Nilce of Coisa de Nerd and writer Kefera Buchmann.
About Jose Borghi
Jose Henrique Borghi is a popular name in the Brazilian advertising industry. In fact, his company Mullen Lowe Brasil ranks up as one of the leading advertising company’s in Brazil. Jose Borghi is known for creating some top advertising campaigns, which are still popular to date such as Mammals Parmalat. The campaign comprised of children who were dressed like stuffed animals.
Initially, Jose Borghi was not sure of the career path to take. However, attending a performance at the Castro Neves Theater played a huge role in shaping his career journey. Since graduating with a degree in advertising from PUC Campinas, Borghi has worked for numerous ad agencies such as Leo Burnett, DM9/DDB and FCB ad agency. This was before he teamed up with Erh Ray to form BorghiErh, which later became Mullen Lowe after engaging in an acquisition and merger.