Luiz Carlos Trabuco Cappi Is The Most Recognized CEO Of Bradesco

Bradesco, the largest bank in the country, has only had a handful of CEOs during its lifetime. The one CEO that has made the biggest impact during his career is Luiz Carlos Trabuco Cappi. His lead at the company didn’t happen until towards the end of his career, but he accomplished a lot in a short period of time.

His Early Life

Luiz had a relatively normal family while growing up and he didn’t start working until the age of 18. He started working as a bank teller for Bradesco while attending University of Sao Paolo at the same time. After obtaining his degree in philosophy, he took his job more seriously and climbed up the corporate ladder to eventually become the marketing director.

His degree in philosophy has given him a different perspective on business and life in comparison to his colleagues. Most high-end executives in the banking industry usually obtain degrees in finance or math rather than liberal arts. Luiz has taken his perspective on life and society and applied it to his business for the better.

Improving The Public Image Of Bradesco

The 1980s was a real turning point for the company. It was a time when companies were going out of the box with media advertising and keeping constant contact with the public. The founder of the company preferred to keep quiet to not step on any toes but Luiz wanted to take more risks. He increases public relations drastically during his time as a marketing director and it certainly contributed to the boom in the growth of the company.

Who Founded Bradesco?

Amador Aguiar had founded the company in the 1940s and he has remained the leader until his death in the early 1990s. He is also responsible for a major education institution called Fundação Bradesco.

Márcio Cypriano had taken over the company after the death of the founder. This decision was taken by the executive team because they felt that Trabuco was not old and experienced enough to lead the company. He had served until he reached the company’s maximum age of 65.

Read more on wikipedia.org

Expanding The Company

What really changed for the company was its rapid expansion in the 2000s by acquiring smaller companies or neglected international branches. Márcio Cypriano had led the acquisition phase and Luiz had followed it at the tail end of things. HSBC Brazil, American Express, and Banco Mercantil de São Paulo are just some of the names under the company thanks to the streak of purchases.

Luiz had to pick up the responsibility of managing these new assets at the last-minute when he finally had his turn as CEO and president. The financial market in Brazil was also on the decline due to external factors and reforms had to be made to the company. Obviously, this was all a big undertaking for the new leader.

Banco Itaú and Unibanco were one of the biggest rivals of the company and things got even more serious when they had merged. Their merged company had knocked down the rankings of Bradesco and this had put Luiz in a more competitive position. Other banks in Brazil are also emerging and could be upcoming threats.

Bradesco still has the most impressive presence in the country. Any Brazillian will be able to recognize the logo since they have thousands of banks and cash machines in every city. Malls, pharmacies, supermarkets, casinos and small shops do business with them and have their machines in their establishments. Bradesco is also one of the leading figures in private pensions, which extends the coverage from the government’s plan.

Learn 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

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