There are only a few influential corporate executives in the Brazilian economy. Among the most famous executives include Bradesco, Brazil’s leading private banking organization. The leaders of these big organizations attract a lot of respect and attention as they handle credit operations of big financial projects in Brazil. As a result, they are closely followed by newspapers, politicians and business leaders.
When Luiz Carlos Trabuco Cappi was appointed to head Banco Bradesco SA, he joined the ranks of influential corporate executives. His appointment also meant that he is the fourth president of the bank. The other three presidents being Amador Aguiar, the founder of the bank, Lazaro Brandao, chairman of the council and Cypriano Marcio.
Luiz Carlos Trabuco Cappi joined Bradesco at the age of 57. He replaced Marcio Cypriano, who left the company after reaching 65 years, which is the ceiling age for the company’s presidents. Before leaving, Cypriano had steered the company to achieve significant milestones. For over ten years of his leadership, the company’s market value rose from $5 billion to $30 billion.
Why Luiz Carlos Trabuco Cappi Was the Best Candidate for the Position
The DNA of Bradesco runs in the blood of Luiz Carlos Trabuco Cappi. He joined the firm in 1969 and rose up through the ranks to hold several top positions in marketing and private pension, thanks to his hard work, determination and work ethics. He became significantly important to the firm when he was appointed to head Bradesco Seguros from 2003 to2009. During this time, the company’s market share skyrocketed from 23 percent to 25 percent. To date, that sector yields about 30 percent of total revenues of Bradesco. It was for this remarkable achievement that saw him get preferred as the best candidate.
As a manifestation of his love for Bradesco, he turned down an offer by President Dilma Rousseff to run the ministry of finance. Members of his inner circle indicated that he rejected the offer as he said he was born to serve Bradesco. They further argued that he is committed to staying at the firm even after reaching 65 years as he is thought to succeed Lazaro Brandao as the chairman of the board. Additionally, since Bradesco values continuity, Luiz Carlos Trabuco Cappi was fit for the position as he had stayed in the organization for 40 years as of 2009.
What Luiz Carlos Trabuco Cappi Has For Bradesco
Given his proven track of records, there is no doubt that Luiz Carlos Trabuco Cappi has great plans for Bradesco. At the time of his appointment as the CEO, they biggest rival in the industry Itau Unibanco had just overtaken them with a gap of around R $150 billion. Although he said, customer satisfaction was his main agenda, narrowing the gap or overtaking Itau Unibanco was also a major consideration. To succeed in the industry, he hatched a plan to acquire small banks even though the market was experiencing acquisition scarcity. A plan to open 211 new branch offices was also laid down as well as reducing interest rates to gain more consumers. He also targets organic growth to boost the bank’s internal performance.
Luiz Carlos Trabuco Cappi, a philosophy degree graduate from the University of Sao Paulo, will be remembered for acquiring HSBC at a value of $5.2 billion. As of 2015, this deal was the biggest deal in Brazil. This deal enabled Bradesco to surpass Itau Unibanco in three major areas including the number of accounts, branch network and the total amount of investment funds. Speaking to MONEY, Luiz Carlos Trabuco Cappi revealed that acquiring the deal enabled the company to achieve what it could have achieved in six years of organic growth. This accomplishment couldn’t go unrewarded. DINHEIRO named him the Entrepreneur of the Year in the financial sector.
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