Borghi/Lowe will be rebranded to MullenLowe Brasil as part of the rebrand migration of the Lowe network to the new MullenLowe Group identity. In conjunction with the rebranding, and to drive momentum of the newly created MullenLowe Group in Brazil, new leadership is also being announced. André Gomes – currently Vice President of the Rio de Janeiro office – has been promoted to co-CEO of the Brazilian operation, alongside current CEO Jose Borghi. Alongside the rebranding and leadership changes, MullenLowe Group has also decided to close the office in Brasilia, and focus on the flagship offices in São Paulo and Rio de Janeiro.
The MullenLowe Brasil rebranding comes off the back of the global announcement from IPG on May 8th regarding the uniting of US agency Mullen and the global Lowe and Partners network to create MullenLowe Group. Plans are in place for all Lowe agencies to migrate to the MullenLowe branding, beginning with Brazil as a key hub for the MullenLowe Group network.
André Gomes’ promotion to co-CEO will see him take responsibility for managing the agency operations, whilst Jose Borghi will be dedicated to creativity and innovation.
Gomes has been at the Lowe network for two years, with previous experience on both agency (Y & R and Grey) and client side (Ambev and Kaiser).
“The promotion of André to MullenLowe Brasil’s leadership team strengthens our management processes and allows the agency to focus on its greatest strength: creativity,” said Jose Borghi, co-CEO, MullenLowe Brasil.
The closure of the Brasilia operation will take place in a structured manner following the completion of all current contractual obligations with clients including the Ministry of Health.
This article was first published on meioemensagem.com.br