Eduardo Tracanella, partner and Chief Marketing Officer (CMO) of Itaú Unibanco, announced his departure from the bank after 27 years, spending more than two decades leading the marketing of the most valuable brand in Brazil and Latin America. In a post on LinkedIn, the executive reflected on the end of a cycle marked by innovations and the consolidation of Itaú as a reference in the market.
“I say goodbye after leading, for more than two decades, the marketing of the most valuable brand in Brazil and, as a final act, leading the historic celebration of 100 years and launch of the new brand of this unique company made for the future”, wrote Tracanella .
His career at Itaú is marked by iconic campaigns and the strategic repositioning of the brand, which consolidated him as one of the most awarded professionals in the sector. Tracanella also highlighted the strength of the brand built over the years:
“I have always believed that people pass by and strong brands remain. It couldn’t be any different for me. It leaves an unmistakable mark from an unmistakable company.”
The executive also recognized the team that worked alongside him and wished success to those who remain at the bank. “There is also a passionate and powerful marketing team to raise the bar even further and continue to build this beautiful story in Brazilian marketing.”
Throughout his career, Tracanella has accumulated awards that reinforce his relevance in the sector. Among the main recognitions are the title of “Best Marketing Professional” by Caboré/Meio e Mensagem and “Most Innovative Marketing Professional in Latin America” by Ad Latina. Under his leadership, Itaú was elected “Advertiser of the Year” on three occasions by Caboré and seven times by PropMark, in addition to being highlighted in international awards such as Cannes Lions, El Ojo Mobile and Smarties LATAM.
During the pandemic, Tracanella was also at the forefront of the “Todos Pela Saúde” movement, an initiative that sought to mitigate the impacts of Covid-19, reinforcing Itaú’s commitment to social responsibility.
“For now, I’m going to rest and catch my breath so I can soon tell new stories that are waiting for me out there.”
