Director of Ita states that marketing must be open to error (there is always room to learn) and to lack of wonder (to do better)
One of the most admired marketing executives in Brazil in 2016 ranked first on the Scopen list, Eduardo Tracanella does not consider himself a successful CMO and, yes, sometimes, in the best of times, I am a successful CMO.
I bring to my career something I learned from building brands: consistent value over time is better than ephemeral success. The second reflection on the acronym itself is that I believe that a CMO is on the right path when the value and meaning of what he does is more powerful than the acronym that defines his position. What I want to say here is that marketing about people and people are much more complex than marketing. Today, the success of my profession perhaps comes closest to the ability to understand this and make a powerful combination between the usual and the new that is born every day in culture, technology and people’s search for meaning and purpose, explains the director. Ita Unibanco’s marketing department.
Under his leadership, the bank once again appears as the most valuable brand in Brazil, on the Brand Finance list, the only Brazilian one among the 500 most valuable in the world and has been one of the most recurring advertisers in the media with its campaigns that always generate buzz .
Despite so many difficulties, 2023 is shaping up to be a great year for Ita Unibanco, not only due to the solid results we have obtained so far, but also due to the strong acceleration of our cultural transformation agenda. When it comes to our marketing, it would be unfair to mention just a few projects in a year of so many achievements. I would say that the greatest achievement was that we faced together the challenge of simultaneously delivering 2023 and building the enablers to be the best marketing area also for the Ita of the future. We ended the year with the most talented and strongest team I have ever led in my career, he exalts.
Without mincing words, Tracanella answers what made him get here. I think it’s a combination of luck, values and consistency. Lucky because I was and am lucky to be in the right place, at the right time and alongside the right people. Values because I have always believed that it is possible to be the same person at work and at home and that it is possible to work seriously in a light way and without losing track or giving up my values. Consistency because, for me, a career is not the highest or the lowest we reach, but the result of the story that can truly be told about us, about our brand. And a strong brand for me inevitably involves resilience, persistence and consistency.
Read the full article in the November 13, 2023 edition
