Bradesco is a company with a long history going back to the 1990s. Amador Aguiar had started the company with a small bank branch in a small town and it grew from there. The bank had a lot of ups and downs, but it has remained at the top of the charts for the past few decades.
Luiz Carlos Trabuco Cappi is now the CEO of the company and has been for several years. He has held leadership positions within the company for several years and has been on the board of executives since the 1990s.
For the longest time, Luiz was a marketing director for the company. His role as the head of marketing really changed the way the public saw Bradesco as a company. Originally, Amador had set a policy of closing its doors to the media so that the company can have a lot of privacy. Luiz saw this as a negative thing and decided that investing in more PR stunts and being open to reporters was a way to increase its public image. The market had demanded that corporations become more than just big wealth hoarders, but rather public figures that adjust to their needs and demands.
When Amador Aguiar had died in 1991, he was considered to be the prime candidate to replace him as the CEO. With his death came a huge rush to find a way to reorganize the leadership structure of the company. The executives of the company felt that it was more appropriate to give the position to a much older executive so the position was eventually handed over to Márcio Cypriano.
Márcio Cypriano had greatly increased the size of the company by acquiring smaller banks around the country. It had gotten to a point where Bradesco was considered to be the largest company in Brazil. Even the Brazilian branches of HSBC Brazil and American Express had sold out to the corporate giant. With all of these purchases, there was definitely a lot more responsibility as well.
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Luiz is probably one of the most modest CEOs of the bank or any other bank in the country. Brazillian executives are seen as ultra-rich old guys that live excessive lifestyles. Luiz Carlos Trabuco Cappi, on the other had, had mostly a working-class lifestyle for the majority of his life. He had started working for the company in a minimum wage position at the age of 18. He worked his way up while studying on the side without the assistance from his family.
Bradesco is a large and wealthy company, but it is not like there isn’t a struggle. Luiz had inherited a large amount of responsibility when he became CEO of this giant bank. The competing companies had started to merge and nibble at the ankles of Bradesco. The larger companies also merged and had knocked Bradesco down from being the largest bank in the country to the third. In addition to this, the financial market has been in a steady decline in the country.
Bradesco Is Still Going Strong
Despite the increase competitiveness in the financial market, Bradesco is still a top dog in the country. They have 5,300 branches that is visible from any city center. They have nearly 40,000 cash machines spread all across the country. Every supermarket, corner store, pharmacy and mall is likely to have a Bradesco ATM sitting in the corner.
Since it has been last reported, their total amount of assets currently sits at nearly 400 billion. They also steadily hold 50 billion in yearly revenue. They still continue to provide high quality services that includes banking, loans, asset management and insurance.