CEO Mullen Lowe Brazil comments on the pitfalls of content and inbound marketing

An old maxim “advertising is the soul of business” is seen to be gaining a companion: “content is the soul of business.” More and more companies are becoming skillful at content marketing, with her partner, inbound marketing. Entrepreneurs expect to get great results depending on the strategy to solve their problems. But we need to understand first the difference between content marketing and inbound marketing.

José Borghi, the CEO of Mullen Lowe Brazil, formally known as Borghi Lowe, say that inbound marketing is an approach to attract audiences by providing a material that will solve their difficulties, that is, delivering relevant content. That way the brand gets to be trusted by customers.

On the other hand, content marketing joins this process by constructing the relevant material. If it succeeds, the client will make a purchase or contract service. If one becomes excited about the possibility of having more customers, the strategy mind ends up being poorly planned and fail. Thus it requires a cautious development.

Content marketing concepts that may spread wrongly leading to an alleged instant solution

Look smart. Most companies believe that publishing an original content of its website on social networks will earn some points, but José Borghi says that it’s not enough in content marketing strategy. He says that SEO optimization, buyer personality study, and buying journey is what is required to avoid disappointment.

Be useful. It is the principal pillar of content marketing and advertising. But there is the need to understand first the reader and what is important to him. For instance one need to ask about who the target user is and the expected time of his purchase. Because it will make no sense talking about the benefits of a product to satisfied customers who already made a purchase, one needs to provide information on benefits rather than the evidence of purchase.

Be present. At the current height of social networks, no company should risk being left out. Most Brazilian advertising agencies applaud the marketing offered by social media. It is important to disclose material in critical areas but ensure that the information falls in right platforms of social networks. Additionally, Mullen Lowe Brazil recalls that being present is not just posting things and go expecting positive advertising. One needs to be present by commenting and responding to clients.

If the content and inbound marketing strategies are applied in a shallow manner, the expected results might not be achieved. If the strategy at some point seemed like an easy solution, then you need to rethink. It requires preparation and patience. Sometimes contracting an Ad agency might assist in the process.

How to Market According to Jose Borghi

Jose Borghi is one person that is known for his agency known as Mullen Lowe where he is the CEO. By himself, he graduated from PUC-Campinas School with a degree in advertising and propaganda. In this article, we are going to look at his career as a whole, his company and his views on how you can do proper marketing especially in times of crisis.

About his career

Jose’s career started in a way that even he was not aware of. He was still in school at the third year level when his sister invited him to a function where he was asked to put forward his ideas of what people should do in the future. He did not know the function was an award presentation ceremony to the creative minds out there and this provided him with the platform to showcase his talent.

After graduating, in the year 1989, he officially kick-started his career by working as an editor at the Standart Ogilvy agency. In 2002, he went on to partner with Erh Ray forming an agency known as BorghiErh. Four years later, the agency partnered with the multinational Lowe, and eventually, BorghiErh started adopting the name Lowe. After Erh left, the company officially became Borghi Lowe. The company since then has grown to be a success winning several awards. Recently, the agency merged with another multinational agency known as Mullen thereby forming Mullen Lowe.

How to market according to Jose Borghi

With his vast experience in the industry, Jose Borghi has gone on to explain how proper marketing can be done especially during times of crisis. He says that during such times, journalists and advertisers can take the opportunity to prove their relevance. For instance, he says that, at a time when a country is in economic crisis, the role of advertisers is even bigger.

According to him, marketers can help a country from going into the economic crisis. By monitoring the trends in the market, they can foresee a crisis and necessary measures can be put into place. That is how he has been able to gain so much success in the field and urges other marketers to do the same.

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Andy Wirth and Squaw Valley Ski Land Huge Gondola Deal

Squaw Valley Ski has been a huge part of the Reno – Tahoe region for pretty much as long as people have been hitting the slopes. CEO Andy Wirth has become something of a local hero and regional icon as he continues to work toward developing the ski resort, improving the area, and bringing in tourism in a big way. Wirth was recently appointed to the local Reno – Tahoe Airport Authority Board in order to help with pulling in tourism and improving the region. This appointment comes on the heels of a huge improvement to Squaw Valley and the nearby Alpine Meadows: a giant base to base gondola to improve both resorts has been approved.

Skiing enthusiasts have traveled from all over the world to shred the slopes of both Squaw Valley and Alpine Meadows. The two peaks have served as a sort of Holy Grail for North American winter activity but there has always been an issue: in order to enjoy both locations you had to pack up and drive around one mountain and up to another. CEO Andy Wirth had been trying to get a gondola approved between the two mountains for years now but a deal with Troy Caldwell, the owner of the land in between the mountains, had been difficult to acquire. That no longer appears to be an issue.

Caldwell calls his area of land, a 460 acre stretch between the mountains, the White Wolf. For years Caldwell has been the hold out preventing a base to base gondola system from being installed. Finally a deal had been reached with Caldwell that would make all parties involved happy. The gondola will follow along the Western edge of Caldwell’s land. With the gondola plans in place it only seems like a matter of time until construction begins and the region is introduced to one of the biggest and most revered skiing destinations throughout all of North America.

Jose Borghi translation

Jose Borghi, the founder of the Mullen Lowe agency, and before that Borghi Lowe, is considered one of the most influential figures in the Brazilian advertising industry. Borghi’s created highly influential advertising campaigns, such as Parmalat’s Mamiferos, in which kids appeared dressed as stuffed animals and sang unforgettable jingles, and of the Sazon campaign with Zezz di Camargo e Luciano’s hit song, “It’s love,” which is remembered to this day.

The advertiser’s success began from a doubt: what career to pursue. In his third year in high school, his sister called him to watch a presentation in the Castro Neves theater to help decide what to do with one’s life. The presentation on was a show of commercials that had won awards at the Cannes Film Festival. From that day forward, Jose Borghi knew what his career would be. But even he couldn’t foresee that he would one day win an award at Cannes.

Born in Presidente Prudente, Jose Borghi graduated from PUC Campinas with a degree in marketing and advertising. His first job was at the Standart Ogilvy Agency in 1989. He stood out, and went on to work at other well-known agencies, like FCB, DM9/DDB, Talent, and LŽo Burnett, until he decided to open his own ad agency, BorghiErh, together with Erh Ray.

“We didn’t have one investor, one bank, or a sponsor. So we worked hard. We did the planning, designed the media, even served the coffee,” Erh Ray said. They experienced a lot of success and were eventually bought by Lowe, becoming Borghi Lowe in December 2006, when Jose Borghi divided the company with Erh Ray.

From then on, the agency grew and gained further work in the national and international markets. The company recently consolidated with Lowe & Partners, along with the Mullen Group.

A marathon runner, the advertiser recognizes his ability to not give up in the face of adversity on, and keep focused on his goals. “I realized very early that nobody was going to give me anything, that nothing would be free, or have to do with luck or fate. I understood that, without my own effort, I would be a nobody,” Jose Borghi said about all he’s achieved.

From the beginning of his career, he’s dealt with big clients. Besides those already mentioned, Fiat’s “Rever Conceitos,” and the Down Syndrome Association’s “Little Charlie,” have been campaigns he’s worked on.