A company’s culture is essential to its success. It denotes the shared beliefs of the individuals working at the company and is tailored towards meeting its objectives. As such, having a leader who understands the company’s culture is not only advised, it is essential. Brazilian bank, Bradesco was well aware of this fact when it appointed Luiz Carlos Trabuco Cappi to become its Chief Executive Officer in 2009. Having spent his entire professional career at the bank, Bradesco was like a family to Luiz Carlos Trabuco Cappi, and he understood it better than any other external candidate that the company may have been considering.
Luiz Carlos Trabuco Cappi is only the fourth individual to be given the reigns of leadership at Bradesco. The bank’s first president, Amador Aguiar was also its founder. The second president was Lazaro Brandao, a man who continues to have considerable influence at the bank being the current Chairman of the Broad. The third President and Luiz Carlos Trabuco Cappi’s predecessor was Marcio Cypriano. Cypriano was appointed to the position in 1999 beating a large pool of qualified candidates that included even Luiz Carlos Trabuco Cappi. He credited with commencing the large expansion cycles that Luiz Calos Trabuco Cappi would later continue.
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Before being appointed the Bradesco’s CEO, Luiz Carlos Trabuco Cappi served as the president of Bradesco Seguros. Bradesco Seguros is a subsidiary of Bradesco that specifically operates in the insurance industry, offering tailored products to its millions of customers across the country. By the time he was leaving the subsidiary, Bradesco’s market share of all premiums had grown to a sizable 25% making it the most dominant company in the industry. Additionally, the value of the assets it held grew by over 100% to R$78 in the six years that Luiz Carlos Trabuco Cappi headed up the company. Under his leadership, Bradesco Seguros’s importance to the group increased significantly with its contribution to the bank’s profit growing from 26% in 2003 to 35% in 2009.
In many ways, Luiz Carlos Trabuco Cappi’s time at the helm of Bradesco will come to be defined by the spirited fight he has put up against fellow competitor, Itau Unibanco in the quest to become the largest private bank in the country. When Luiz Carlos Trabuco Cappi took over as president in March 2009, Itau had just taken the pole position in the market from Bradesco following the late 2008 merger of two banks, Unibanco and Banco Itau. At the time, Itau Unibanco was ahead of Bradesco in almost every market indicator. However, through aggressive maneuvers such as purchasing HSBC Brazil, Luiz Carlos Trabuco Cappi has been able to wrestle up some ground from Itau Unibanco, now having a more extensive branch network, overall investments and the number of accounts held. Itau Unibanco still leads in a number of market indicators including total asset held. The next few years in the banking scene are, therefore, likely to be very interesting with Luiz Carlos Trabuco Cappi assured to be right in the mix of things.
Luiz Carlos Trabuco Cappi’s strong adherence to simplicity is one of the main reasons for his success. Unlike many in his position, he prefers to wear discrete suits and shuns the limelight, especially in his personal time. He only speaks when needed and likes to listen intently, often avoiding intimidation using his light sense of humor. He prefers not to show his wealth through any apparent signs of ostentation openly. Additionally, Luiz Carlos Trabuco Cappi has made sure to emulate the traditional banking services initiated by his predecessors even where they do not lead to increased returns. He wants even the smallest client at Bradesco to feel valued.
Learn more about Luis 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