Banco Bradesco was formed in 1943 by Amador Aguiar in the birthplace of future executive Luiz Carlos Trabuco Cappi, born eight years later, in 1951. Amador was the first President of the bank, holding the position until 1981. Only two others beside Aguiar and Trabuco have held the title of President, showing just how special the position is within Bradesco’s ranks.
Dissimilar from most other executives around the world, Luiz Carlos Trabuco Cappi worked for four decades at Bradesco prior to being promoted to President. He did many great things for the bank – not counting the innumerable benefits he brought on Bradesco’s shoulders as its lead executive – most notably change the means in which it marketed material and offerings to customers.
Amador Aguiar wanted all customers to be treated equally by Bradesco in every imaginable aspect, including marketing. However, an integral part of modern marketing is breaking down groups of consumers by various characteristics, improving the likelihood of them accepting particular offers or responding positively to businesses they seek products or services from. In the study of marketing, this is referred to as segmentation and targeting.
In 1984, after fifteen years of serving Bradesco, Luiz Carlos Trabuco Cappi was provided the title of Director of Marketing. One such example we see in today’s operations is the training of certain employees to deal with high-dollar customers. They’re able to better communicate with people with high incomes, meet their demanding needs, and ultimately raise their experiences shared with Banco Bradesco.
Although Bradesco is as well-known an organization as are Regions or Bank of America in the United States, it gained a great deal of press, along with Luiz Carlos Trabuco Cappi, following their 2015 purchase of HSBC’s banking operations in Brazil.
Luiz Carlos Trabuco Cappi pushed for Bradesco’s purchase of HSBC in the summer season of 2015. Later that year, in August, HSBC Holdings agreed to a $5.2 billion pile of stock belonging to Bradesco, together making up approximately 10% of all outstanding shares following the transaction. Although the purchase price was almost prohibitively expensive, the transaction proved to be considerably successful for Luiz Carlos Trabuco Cappi and Bradesco. Mr. Trabuco would later refer to the transaction as bringing roughly six years’ worth of organic growth to the financial institution. Trabuco has generated a fair amount of organic growth, though the HSBC transaction had a handful of other proponents.
Many organizations merge together to form conglomerates that are obviously larger than each individual entity was in the first place. This happened almost ten years ago, when Itau Unibanco was formed from two top-ten independent banks, taking the rank of largest privately-owned bank away from Bradesco. In no way would HSBC getting acquired by another financial institution be beneficial for Bradesco. Itau Unibanco could have gotten larger, or another large bank could have wedged its way into second place. As such, the $5-plus-billion purchase price was worth every penny.
Luiz Carlos Trabuco Cappi has received innumerable awards while at Bradesco, two of the earliest coming in the form of Insurance Personality of the Year from Sincor-SP, winning in consecutive years, 2006 and 2007. He’s also been named one of the most influential residents of Brazil, including holding Forbes’ recognition of being one of the top Chief Executive Officers in all of Brazil.
Mr. Trabuco first went to college in Sao Paulo, earning two degrees: one in Philosophy, the other in Socio-Psychology. He then moved back to his hometown of Marilia in 1969, quickly finding a job at Bradesco. Now having served the bank for 49 years, he’s unarguably given all he can to the bank.
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