Category Archives: Advertising Industry

The RealReal – Authentic Consignment

Humble Beginnings

The RealReal was established in 2011 by Julie Wainwright. The store’s main concept is to sell gently used, quality, luxury items at a fraction of the cost. The RealReal is not your average resale store. All the items are carefully scrutinized before they become part of the store’s product line. Wainwright’s main interest is quality and honesty. She believes that if the customer trust your authenticity, they will believe and buy your product. With it’s success as an e-commerce store, the RealReal has now opened an actual brick and mortar store in New York.

Shopping at The RealReal via Online or In-Store

Currently, with the opening of the new store in New York, customers can shop via online or by simply stopping into the actual store in New York. One of the main interest of customers is the thrill of the hunt or the finding of a great buy. Now they no longer have to wonder about the quality of the material or have to wonder if an item is too worn to purchase. Customers can simply drop into the store and feel, try, and physically handle items of interest. Although shopping online is convenient for some customers, it is nice to actually visually see the item in person versus guess work from a picture online.

Another nice feature of The RealReal is the way the inventory works. If a shopper is in-store and finds an item of interest, they can give it to the sales rep to scan for pricing. When an item is scanned for pricing it is no longer available online until the customer decides not to purchase and returns it back to the shelf. This is a nice feature because customers feel an urgency to get to the item either online or in-store before the item is handled or purchased by another customer.

The typical prices at The RealReal can range from the high-end to the low-end, depending on the product. The RealReal is sure to have much more success to come with Julie Wainwright at the helm. The RealReal is becoming more and more known in the world of consignment. Wainwright promises more brick and mortar stores to open soon to give her customers more of an opportunity of a great deal.

Jose Henrique Borghi: The King of Advertising in Brazil

Good advertising is the nerve of successful businesses. Advertising enables the business to reach more customers and expand. However for this to happen, one needs to find a good advertising agency or person who can develop captivating adverts that can attract prospective customers while retaining the current clientele. In Brazilian advertising, the key to good advertising lies with Jose Henrique Borghi, the co-CEO, and CCO of Mullen Lowe Brasil.Jose Henrique Borghi is a veteran and popular advertising professional based in Sao Paulo, Brazil. He is a very creative person who has helped many businesses achieve their performance goals through advertising by developing and distributing effective advertising campaigns. José was born in Presidente Prudente.

His first job was at Standart Ogilvy in 1989. He has also worked in other prominent advertising agencies such as FCB, Talent, Leo Burnett and DM9DDB. While working at DM9DDB between 1994 and 1999, he created strong campaigns such as the Mammals of Parmalat and Carlinos. In 1999 he started working at Leo Burnnet as the Chief Creative Officer and later as CEO in 2001. While there, he developed successful campaigns such as Fiat.In 2002 with Erh Ray they founded their own agency BhorgiErh from scratch. The agency later merged with Lowe and Partners changing the name to Borghi Lowe. Later in 2015, the agency merged with Mullen US becoming Mullen Lowe Group. Its Brazil was named Mullen Lowe Brazil, and Jose Henrique Borghi became its co-CEO and CCO.

About Mullen Lowe Brazil

Mullen Lowe Brazil is part of a larger, Mullen Lowe Group. It is a big advertising agency based in Sao Paulo. It came into existence after the merger of Borghi Lowe and Mullen US in 2015 forming Mullen Lowe Group, and the Brazilian branch was named Mullen Lowe Brazil.The agency’s specialties are advertising, media, activation, planning, and development of digital content. The company has won many esteemed prizes in Brazil due to its good work in creating publicity. Such prizes include The Colunistas Award which is the oldest and most esteemed prize in Brazil.

The Rise of Alexandre Gama in Advertising Industry

Alexandre Gama is a Brazilian entrepreneur with interest in advertising and communication. He was born in 1958 and worked his way through the communication industry to become one of the biggest brains in advertising globally. Gama started his career in 1982 working for Ogilvy & Mather as a copywriter. Eight years later he moved to DM9 where he worked as a creative director and copywriter, a position that saw him win numerous awards. Alexandre Gama then proceeded to work with other communication firms before starting his agency.

In 1999, Alexandre Gama started his advertising agency under the name Neogama. Neogama became the fastest growing company at the time in Brazil winning tenders from leading international brands. Neogama joined forces with BBH an agency based in London to form Neogama/BBH. Alexandre Gama became the major shareholder in the new coalition driving the new formation to win the “Agency of the Year” award in the same year.

Over the years, Gama has won numerous awards for his creativity and drive in the advertising agency. He also ventured into the music industry in 2014 creating VIOLAB that records and promotes acoustic guitar musicians from Brazil. His latest achievement was the 2016 appointment to the Global Creative Board becoming the only and the first Brazilian to join the prestigious six-member board.