Chief Marketing Officer
Fernando Chacon is a new kind of global marketer. A native of Brazil, his values embrace a new world ethos. He believes that successful brands increasingly will be those built for people, particularly in a social media world. In a recent Interbrand interview, he said, “We must be guided by our brand proposition and business vision, while keeping the dialogue flowing with people.”
His progressive views are uncommon to a bank marketer. Itaú’s vision is to be the leading bank in sustainable performance and customer satisfaction. And they are well on their way.
Săo Paulo-based Itaú Unibanco Holding S.A, is the result of a 2008 merger of Banco Itaú and Unibanco. Today, Itaú is the largest bank in Latin America and among the world’s largest banks by market value with operations in 20 countries throughout the Americas, Asia and Europe. For almost a decade, Itaú has been the most valuable brand name in Brazil, according to Interbrand.
Fernando Chacon talks about a brand proposition that is heartwarming and relevant in the lives of people—another departure from most bank marketing. He also recognizes that a big part of Itaú's mission is to present a new Global Latin America to the world, while deepening its roots at home.
The first part of a two-stage campaign, entitled “This is Itaú, the global Latin American bank,” brought together respected men and women that have something in common with Itaú: they managed to conquer the world without leaving their Latin American roots behind. Alice Braga, Vik Muniz, Nacho Figueras, Francisco Costa, Paloma Herrera, Camilo Villegas and Nicolás Catena were the famous faces chosen for the campaign. The subjects and the style of the campaign were both global and Latin American.