There aren’t many executives that have influenced the Brazilian economic landscape as much as the President of Bradesco. The President passes through the credit operations and some of the largest financial projects in the country.
At the Bradesco headquarters in Cidade de Deus, the metropolitan region of Sao Paulo, the tough process of choosing the President is equal to a test of resistance. In the past, the more popular names weren’t chosen. Recently, the board of directors chose the executive vice president Luiz Carlos Trabuco Cappi, to lead the company forward.
Trabuco Cappi had been the chairman of Bradesco for over a decade. In most of the conversations with different financial market executives, Trabuco Cappi was always considered for the title of President. Trabuco Cappi has been a Bradesco employee for over 40 years. All of that experience means that Trabuco Cappi knows the bank better than anyone.
Trabuco Cappi being elected as President reflects the continuity and renewal values of Bradesco. Vale President Roger Agnelli believes that Trabuco Cappi was a good choice, as he knows the culture and is up to the challenge of leading a major financial organization like Bradesco. Trabuco Cappi must still get approval during the first council meeting, which will be held after the general meeting that has been scheduled. The previous President is getting older and is unable to exercise executive functions.
At the end of the last year, Bradesco lost its position to Itau Unibanco, which has its eyes on becoming the first Brazilian multinational in the financial sector. Bradesco’s loss was a warning sign to the board of directors. Bradesco is looking for options to grow their influence.
Luiz Carlos Trabuco Cappi takes over as President in the midst of an unstable economic environment. There are financial difficulties abroad in the sector. There has been negative news regarding the balance sheets. Growth is slowing down and profitability has been damaged. Bradesco’s branch network expansion is slowing down. However, Bradesco is expected to remain a tough competitor.
Trabuco Cappi is known by his peers to have a nice smile, lots of humor, and the ability to lead. Trabuco Cappi is married with children. While many bank executives studied economics, administration, accounting, and engineering, Trabuco Cappi studied philosophy at the University of Sao Paulo. Trabuco Cappi worked on his postgraduate studies in the field of socio-psychology at The School of Sociology and Politics of Sao Paulo.
Trabuco Cappi was a clerk at Marilla’s agency. Trabuco Cappi moved to Sao Paulo to work at the headquarters, eventually becoming the director of marketing. Trabuco Cappi served as Bradesco’s executive director and the president of Bradesco’s private pension company. Trabuco Cappi was also the president of the insurance company and lived on an air bridge.
Trabuco Cappi was the leader of Bradesco’s marketing campaign that modernized the bank’s publicity. His work as the group insurer helped him become president. Under his management, the insurer grew and consolidated the leadership in Brazil. Bradesco became the largest company in Latin America. Trabuco Cappi had a major influence on segmentation. Because of this, Bradesco has a service with different agencies to help serve high income clients.