Jose Henrique Borghi is one of the legends of the Brazilian advertising industry for the strength of his work as a global leader in marketing following the success of his own Mullen Lowe brand. One way Jose Borghi has found to keep his ad agency at the top of the industry is to make sure his company is constantly seeking out the best research to keep itself at the top of the industry in Brazil and around the world.
One of the recent pieces of research Mullen Lowe Brasil has undertaken has been in exploring the influence and effect of personalities from the Internet and TV on teenagers who have the most time on their hands to watch TV and Internet content on a regular basis. Jose Borghi’s advertising company followed a group of 1,000 teenagers throughout 2015 to discover which personalities and celebrities were the most viewed by young people during the time period; one of the results of the research that shocked Jose Henrique Borghi and Mullen Lowe’s executives was the growing influence of YouTube based celebrities who are taking up more time for young people in their teens.
The founder of what was once Borghi Lowe and has now been renamed Mullen Lowe believes the research reflects the fact that viewing and advertising habits will continue to evolve over the course of the 21st century and present new challenges for marketing specialists. The group of teens were asked to rate their top five lists of celebrities, movies, and favorite Web content that led to YouTube based comedian and writer KeferaBuchmann as the fifth top personality as voted for by the teenage research group.