José Borghi – Shining Star of Brazilian Advertising World

José Borghi is the name to reckon with in the business of publicity and advertising, and his career spanning over 25 years has seen him achieving some remarkable milestones. These achievements include getting prestigious prizes like ‘Most Awarded Copywriter’ by the Archive Magazine (1999), bagging 15 awards in Abril Awards, 13 Lions in Cannes, 11 Awards in New York Festival, 7 Awards in London Festival, 10 Awards in Clio and 10 Awards in One Show.

After completing his bachelor’s in Publicity and Advertising from PUC-Campinas, one of the most prestigious institutions in Brasil, Jose started his career by joining Standard Ogilvy in 1989. Going forward he worked with various marketing and advertising agencies, such as Talent, DM9/DDB and FCB. While working for these Ad agencies, he developed close relationship with other marketing talent, Erh Ray, with whom he worked on numerous benchmark and highly successful local and international projects, including for Parmalats, Mamiferos, Carlinhos, Honda, Volvo, Philips, Electrolux, Journal Da Tarde, Microsoft, and many others.

In 2001, due to his experience and chain of accomplishments in the field of marketing, publicity and advertising, he was given the position of President as well as Creative Director at Leo Burnett. During his tenure at Leo Burnett, he strategically handled various important projects, including that of Bank Boston and Frescarini. His Brazilian advertising campaign for Fiat during the same time helped Fiat become the market leader in Brazil, for the first time ever, and helped the company increase their sales and revenue manifolds.

Soon after, José Borghi along with Erh Ray, founded BorghiErh Creative Intelligence agency, which in 2006 merged with internationally acclaimed advertising agency Lowe, where Jose Borghi assumed the position of company’s CEO. In 2012, he was awarded exclusive chairmanship of Borghi/Lowe, which is now rebranded as Mullen Lowe, due to the recent merge of the company with US Ad Agency Mullen. Currently, José Borghi is the co-CEO of the MullenLowe Brasil Group along with Andre Gomes.

Many of his advertising campaigns have become case studies, which are being followed to help the new generation advertising professionals develop innovative campaigns and understand the dynamics of ever evolving advertising world.

 

A College Dream, Now A Reality: Sweetgreen

Nathaniel Ru and his college friends struggled week to week during their senior year at Georgetown on finding healthy, fun places to dine at. Several years later, they put their struggle to rest. Ru and his friends found a 560 square foot tavern in the middle of the area downtown.

 

Nathaniel Ru and his three friends contacted the landlord with a business proposition. The landlord declined their proposition at first. But, persistence paid off. Ru and his friends took turns calling the landlord until she agreed to a meeting in person. With three pages ready for their presentation, the landlord must have sensed the potential in their dream.

 

Nathaniel Ru and his friends business concept and current venture is called Sweetgreen. Sweetgreen is spelled uniquely with one of the e’s flipped backwards and the rest of the lettering lowercase. Sweetgreen is in the vital cities of the Northeast. The locations are New York, Washington, Philadelphia, and Boston. The menu offers fresh food that is healthy. The majority of the ingredients come from local suppliers and farmers.

 

Ru spoke at the Wharton Marketing Conference on his experience. The conference was titled, “The New Era of Marketing: Globalization, Analytics, and Choice.” Theresea Dold, digital marketing head, stated that Sweetgreen is compared to the company, Apple. The reason for the comparison is that both of the companies looked on the inside then looked on the outside. Sweetgreen’s marketing appeal is similar to Apple too. They want to appear lively, smart, bold, sexy, and local.

 

The company holds to its values and each restaurant that opens has to live up to those values. That is what pulls them apart from the rest. Sweetgreen doesn’t have a corporate chain to serve, but they do serve the community. At the start of Sweetgreen’s concept, three values came to life. Ru and his friends sat in their dorm room and came up with those three. After some careful thought, 5 core values are now posted in the kitchens at Sweetgreen.

 

The Five Values

-Win, if a victory is made by one, then it’s a victory for everyone.

-Long term sustaining. Each decision made should be made for the long haul.

-Keeping it real. Meaning that everything should be genuine.

-Adding in the sweet. If employees give the best of themselves, then customers will spread the word.

-Working together.

Julie Zuckerberg: An Experienced Talent Recruiter

Julie Zuckerberg is an executive talent acquisition manager at Deutsche Bank. Zuckerberg graduated from City University of New York-Brooklyn College with a Philosophy degree, then went on to law school at New York Law School. With the help of mentors, Zuckerberg is a very talented person when it comes to her interviewing skills, leadership, employee training, and conflict resolutions. Her skills have helped her tremendously throughout her career throughout the years at the many companies she was employed at. These skills help her manage teams, train people in her group who are recruiters, resolve issues, and help strategies for talent acquisition move forward.

 

She has been employed at the Deutsche Bank since 2014. Part of her job is to communicate with companies to develop talent acquisition strategies and improvements globally. Another one of her tasks is to train a team of professional recruiters that she manages in the company. Prior to being employed with Deutsche Bank, Zuckerberg started her career as director of candidate placement in November of 2002 through October 2007. Her clientele included reputable law firms, large corporations, and other financial institutions.

 

In late 2007, Zuckerberg moved on to Citi Global Functions as Executive Recruiter until 2011. During this timespan, Zuckerberg had offered recruiting services for directors and

managing director positions at CitiCards and Citi Global. Between 2011 and 2014, she was employed with Citi Global Consumer Bank and New York Life Insurance Company as an executive recruiter for both companies. Zuckerberg joined the New York Life Insurance Company in 2013 and became a senior recruiter and eventually Vice President of the company. Her career background helps to give her a big shot at high position jobs in companies looking for someone experienced with talent acquisition.

 

Aside from her accomplishments in her work life, Zuckerberg does have her own personal life away from her office. She likes to volunteer for different charitable causes such as November’s breast cancer walk around the country. She also has a soft spot for animals and their well-being and advocates for civil rights and social action. Some of her hobbies include running and photography. She enjoys food and the arts. She has few social media accounts, but uses Twitter and Pinterest often. Another interest of hers is how technology helps advance industrial efficiency. There are many ways that technology does this such as designing a machine to sense when something is wrong or know how to build another machine like a car. These machines in industries need coding from technology in order to operate at peak efficiency, so this could be what interests Zuckerberg. Zuckerberg keeps a vivid life outside of her office, and board meetings with her hobbies and interests she cares deeply for that are important in the world.

Waiakea Spring Water

In three short years, premium bottle company Waiakea reported over 5000% in growth since its 2012 launch. Its founder Ryan Emmons founded the company when he was only 22; a rarity in a beverage industry with very few young entrepreneurs. The company focuses on three areas with their product: health, charitable projects, and sustainability.

The Waiakea spring water starts out as snow on the volcanic mountain. As it filters through the porous rock, a natural alkaline flavor and electrolytes are added to the water to give it its unique taste.

Waiakea water has partnered with the charity Pump Aid to provide over 1.3 million underserved people in Africa a source of clean water and through building of elephant wells.

For every liter of water the company sells, over 650 liters are donated. This is part of the company’s drink ethically initiative, and increased growth has allowed them to increase philanthropy. Over 500 million liters of clean water has been donated so far.

Specialty Food reported that Waiakea water was the first premium bottle company to get the CarbonNeutral certification. The water is packaged in 100% recycled bottles. It uses 85% less energy to make these rPET bottles than bottles made from raw materials and is BPA free. This method has also decreased carbon emissions by 90%.  It takes approximately thirty days to generate the water, which translates to over 1.4 billion gallons of water being recharged each day.

10 Best Water named Waiakea #1 for the Best Volcanic Bottled Water Labels for 2016. The company has an average annual growth rate of 170% and is valued at $10 billion dollars.  Learn more about Waiakea Water: http://www.forbes.com/sites/helainahovitz/2015/10/20/now-thats-refreshing-22-year-olds-hawaiian-bottled-water-grows-4000-in-3-years/#52a85baf5332

The company started out just selling a couple thousand cases when they started to a steady 120,000 cases annually in a little over three years. In addition to local distributors, companies like Whole Foods and Wawa have started to carry the water and expansions are planned internationally.

According to Crunchbase, this success has allowed Waiakea water to celebrate by announcing a new manufacturing facility to help meet this increased demand.

 

Doe Deere Keeps Things Real

Doe Deere is an individual that has taken the cosmetics industry by storm. Doe Deere is a young woman that was born in Russia, and in her late teens she immigrated to the United States. A huge part of her adulthood was spent living in New York City. Deere is also an individual that was always interested in fashion color. When Doe Deere was young child, she used to have parties with some of her girl friends. At those parties she would paint her face to fit the occasion.

 

Doe Deere’s move to the United States really encouraged her to seek her passions even more, because she had so many opportunities that were opened up to her. Deere started out in a band, and even though the band did not have much success, she was able to meet her husband there. Doe Deere later went on to attend the University, and she got her degree in fashion and design. Doe Deere wanted to be able to start her own clothing line, so that is exactly what she did. Doe Deere started her own clothing line on eBay, and she was able to get a lot of different fans in that way.

 

Doe Deere began to experiment on her own with makeup, and she was able to make brightly colored makeup. Deere did not have much money to start up her own cosmetics line, but she had a couple hundred dollars and her dream. With those two things, she was able to start up Lime Crime Cosmetics. The Lime Crime Cosmetics line is a line of cosmetics that is highly pigmented, and it is sold internationally online. Doe Deere is a serial entrepreneur, and she is a woman that lives her life unapologetically. Doe Deere has a huge fan base because of her makeup line and her amazing personality; she always encourages her fans to follow their dreams.

Learn more:

http://bitsylink.com/doe-deere-and-lime-crimes-social-media-success/

http://www.doedeere.com/