From Failing Behind, To A New Chapter

There is not much worse that can happen to a business than to fall behind to one of its chief competitors. In 2009, that was the position that Brazilian bank Bradesco found itself in. At just that moment Bradesco fell behind its leadership over Itau Unibanco. This was also a time when Luiz Carlos Trabuco was taking over the reigns of the bank. He was moved into the presidency role at the bank in March of 2009 and made the statement that “leadership is not the goal”. He went on to say that the goal of the bank was to take care of their customers as best as possible.

Things have changed in amazing ways since that period in time. These days, Bradesco has just made one of the most bold moves that a bank could make. The Brazilian branch of HSBC was purchased by Bradesco for $5.2 billion dollars. With that move alone, Bradesco puts itself back into a fight for the top spot with rival Itau Unibanco. Branch network, total number of account holders, and investment dollars are three areas that Bradesco has already taken over the leadership role in again.

Luiz Carlos Trabuco has said that the acquisition of HSBC has added to Bradesco what would have taken six years to gain otherwise. The organic growth of Bradesco is strong, but it would take six years to gain just what they gained by purchasing HSBC. Dinherio has named Luiz Carlos Trabuco as entrepreneur of the year as a result of the moves that he has made with the bank.

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The origin story for Luiz Carlos Trabuco himself is that he was born in 1951 in the city that Bradesco calls home. He has strong roots in the city, so it is a little easier for him to adjust to the business climate there and do well. He started his career at the bank in 1969 and worked his way up through the hierarchy of the business. He first became president at Bradesco Seguros from 2003 to 2009. That department contributed to thirty percent of the profits that the company realized during that time. He is also credited with creating a university to help create leaders of tomorrow. That success helped bolster him into being an obvious candidate for president of the entire company. That is the role that he holds today.

People who were able to work their way up through the ranks of Bradesco were given autonomy to work on their department. Luiz Carlos Trabuco has always wanted to allow people to do their own thing, but he wants them to bring their own ideas to the table. He says that if you are handed the microphone, you had better have something to say.

Renato Ejnisman is the executive director of Bradesco BBI. He is one who has established a routine for himself and has shone brightly among his peers. He is said to arrive at the bank every morning at 7am and not leave until 6pm. However, he is also know to extend his work life into later hours with business dinners. This means that he is constantly working to bring the bank back to its leadership role.

The culture and environment that Luiz Carlos Trabuco has created at his bank are indeed infectious. He works hard and that means that others around him want to put their best foot forward as well. He is someone who has received awards and accolades for what he has done. The best reward of all may be that his work has provided such fruits of his labor.

Find more about LUiz Carlos Trabuco: http://fotos.estadao.com.br/galerias/cultura,luiz-carlos-trabuco-cappi-e-lucilia-diniz-ofereceram-jantar-em-torno-do-prefeito-joao-doria-e-sua-mulher-bia-nos-jardins,30901