When Luiz Carlos Trabuco took the helm of the most reputable financial organization in Brazil, he had been able to keep the company as one of the largest banks in Brazil. It is becoming increasingly difficult to remain a top bank in the country as mergers of other large organizations are coming to fruition. For example, smaller financial companies had merged assets to create the giant that is now known as Itaú Unibanco. Mergers on a smaller scale are also occurring and are nibbling at the heels of Bradesco.
A Little Background on Luiz Carlos Trabuco Cappi
Luiz had grown up in what is considered to be a working family so he did not start out from the top during his career. When he had graduated primary school, he had gone straight to working for Bradesco when it was still in its early stages. While working at the bank as a teller, he had attended the local university to study philosophy and sociology. These liberal arts degrees are rather unusual for a banking CEO, but it may have added to his unique perspective on business and life in general.
During the 1980s, he was finally able to get into the executive’s circle as the lead marketing manager. He had taken the company a totally new direction with its public image by increasing PR releases, advertisements and other forms of propaganda. This had gone against the regular policy that the executive, Amador, had maintained by keeping the bank rather quiet.
Luiz Carlos Trabuco Cappi was not like other previous CEOs, who were rather hungry to purchase smaller banks and financial companies. The only purchase that he had approved was the purchase of the local HSBC branch, which had proven to be one of the smartest purchases in the company’s history.
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The Death Of A CEO
This biggest turning point in the company was when the founder, Amador Aguiar, had died in the early 1990s. There had been much competition for who will take the CEO position, which Luiz was a strong contender. The position was eventually given to a more senior executive member, Márcio Cypriano.
The leadership of Márcio Cypriano had led the company to go on a shopping spree of obtaining smaller companies. Although this had made the company grow to a new height, it also added a great deal of responsibility onto the company. This burden would be felt in later years when Luiz takes a hold of the company.
When Márcio had reached the age of 65, he had to step down from the position as the company had set an age limit for executives. This was when Luiz was able to take over and take a stance of increasing stability rather than maximizing growth. Luiz had also put a lot of effort into increasing lacking portions of the company that had great potential, like private pensions. Pensions provided by the government are a pittance, so they provide pensions that are able to extend from the government-based plans.
More About Bradesco
Bradesco had been known to be an innovative company looking to please the customer. They had set the standard in Brazil by being the first company to make debit and credit cards widely available for the average consumer. The bank also continues to make investments in technology and cybersecurity companies to keep it at the bleeding edge of development.
They are a brand name that everybody recognizes and a considerable amount of the population holds an account with them. They have thousands of branches scattered all over the country with cash machines in just about every store. They also offer every type of financial service imaginable, which includes loans, pensions and financial planning.
Find more about Luiz Carlos Trabuco Cappi: http://epocanegocios.globo.com/Empresa/noticia/2017/08/trabuco-retomada-do-credito-depende-de-volta-do-pib-e-da-taxa-de-investimento.html