Who would have thought the importance of a group of men under the age of 28 shaving would have recently had on the Brazilian advertising industry? The iconic ad agency boss Jose Borghi has recently aided in the production of an entire study aimed at bringing more success to the industry through exploring how a group of men under the age of 28 reacted to images of each other during various stages of facial hair growth.
Many may consider the choice of such a study, but Jose Borghi has already proven in the creation of his own campaigns based on the science behind the study the merit of basing advertising choices on images instead of the spoken word. Like most industries the advertising sector uses focus groups to help provide information on how best to move forward with a campaign, but Mullen Lowe Brasil executive Jose Borghi has always railed against the use of the traditional question and answer format used with focus groups for advertising campaigns.
Borghi himself has always been willing to take risks and explore new avenues to prove himself a success, which was shown by the decision he and fellow advertising executive Erh Ray took in establishing their own BorghiErh ad agency when they were riding high working with top Brazilian advertising companies. From 2006 onward Jose Borghi has also taken a number of leaps of faith in choosing investors for his advertising company, which is now known as Mullen Lowe.
The research study backed by Jose Borghi saw a group of men under 28 photographed during the various stages of shaving with these images shared with the group that was later seen to have a greater level of stimulation and empathy for their fellow group members when they viewed images to provide more detailed information for advertising industry.