Meet Jose Henrique: the Man Behind Fini Open Smile Campaign

Jose Henrique Borghi is the face behind the popular Open Smile campaign by Fini. Fini hopes to turn a bad mood into a good one with every product their consumers buy. And Jose Henrique making this vision a living reality.

Jose Borghi is the CEO of the Brazilian Ad Agency, Mullen Lowe. A career in Brazilian advertising was not something Jose pictured as a child. Jose Henrique discovered his passion in advertising at theater exhibition hosted by Cannes. The exhibition was a competition between Ad creators, all hoping to win the Cannes Award. Little did he know he was going to win the Cannes award himself years later.

After launching Mullen Lowe Brasil, Jose dived head first into his passion. One of his successful advertising campaigns is Mammals of Parmalat. Jose Henrique Borghi dressed children in animal costumes. He filmed them singing along to great Brazilian Country hits like ‘It is the Love’ by Luciano and Zeze di Camargo. This campaign remains one of his iconic works in Brazilian advertising.

Jose Borghi creates ad campaigns that leaves an impact and urges the consumer to take action. It is because of this unique quality that Fini took him on board for their new Open Smile campaign. Fini is the largest condiment manufacturer in Brazil. They have candy stores in 80 countries to know more: click here.

Fini is taking a new direction by promoting a smile in every pack of candy they sell. The Open Smile campaign is both an online and offline campaign. Jose Enrique charge of the offline campaign. He currently has over 7 ad films airing in Paid TV and movie theaters.

Jose’s Open Smile films put people in everyday situation. It could be a good or bad moment that deserves a Fini candy. Fini condiments will turn a bad mood into a good one, and a good one to a better one. This is the theme of Jose Enrique’s offline campaigns, and it is definitely working.

Lori Senecal Completes Interview On Inspirey

Lori Senecal leads advertising firm, Crispin Porter + Bogusky and is the global chief executive officer there. She previously worked as a global executive chairman at the advertising agency of Kirshenbaum Bond Senecal. Mrs. Senecal attended McGill University in her hometown of Montreal, Quebec. She is the youngest of four daughters. Lori Senecal has also worked for the New York City marketing firm of McCann Erickson where she managed to climb up the ranks all the way to the position of company president. Info sourced from her Adweek profile.

One of the questions asked on Inspirey to Lori Senecal when she spoke at the 3% conference was how long it took her to become profitable in her line of work as an advertiser. Lori answered that she always viewed herself as being profitable thanks to her strong drive and internal motivation to succeed in business. When it comes to the advertising business, Lori Senecal says that becoming profitable is a multi-step problem.

The first step to becoming profitable according to Lori Senecal is to obtain a client or two that have something that is worth advertising. If the item is not worth advertising, both you and the customer will lose out. The second step to profitability in marketing is taking the time to develop a highly effective ad campaign. This can take a long time says Lori Senecal as research and implementation requires a lot of input and work in order to reach the goals you set out. Senecal says that her company, KBS was able to reach profitability rapidly because of a collective spirit, passion and outside support. Still hard work and determination will help any advertiser succeed in this highly competitive field.

Another question posed to Lori Senecal was if she ever doubted if her ideas would work in business. A follow up also asked how she managed to overcome doubt in her professional life. Senecal answered that whenever we start something new, we all have some doubts or second thoughts. The way she has overcome doubts in her career and life was through positive thinking. Lori Senecal says that the power of positive thinking is highly underrated. She also says that being assertive and confident, which are skills that she developed as a coach helped her overcome doubt.

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