For the marketing superintendent of Itaú Unibanco, a life lived creatively is a daily choice that exudes repertoire
Daughter of a northeastern emigrant, Dona Marluce, who went through everything and more, and of a Japanese man, Mr. Toshio, who taught her work ethics and discipline, Thaiza Akemi, marketing superintendent at Itaú Unibanco, reveals that with With a dose of luck and sweat, his career has always led towards content creation. From her first experiences in communication agencies, such as Wunderman, Ampfy and AlmapBBDO, to her arrival in startups, where she was hooked by intrapreneurial thinking, then on Twitter, where she founded the creators area, and now, at Itaú Unibanco.
“I am leading, together with very talented, generous and fun people, the most valuable brand in Latin America into the future, into the next 100 years – making a lot of dreams come true, things I never imagined doing, like participating in the most important rebranding in recent years. times, working with personalities such as Madonna, Fernanda Montenegro, Marta, Ronaldo, Ingrid Silva, Jorge Ben Jor – true icons of culture – seeing the size of this brand in World Cups, in editions of Rock in Rio, and actively participating in the transformation and evolution of this orange giant. I continue to learn a lot, with a lot of humility, curiosity and thirst to do even more for our industry”, highlights Thaiza.
The executive emphasizes that marketing professionals intentionally live a life that exudes curiosity, repertoire and study. According to her, a life lived creatively is a daily, consistent choice of the path of curiosity instead of the path of fear, of false security.
“Communications and marketing professionals will always find themselves on this path crossed between the excitement of curiosity and the obstacle of fear. And if we always choose the safest path, we distance ourselves from the culture, the relevant conversations, and, ultimately, the people we want to communicate with. So, being a marketing professional and leader today means facing cultural tensions with courage, intentionally expanding our repertoire, and seeking the path of creativity.”
Read the full article in the propmark edition of May 6, 2024
