About Fernando Chacon

About Fernando Chacon

Fernando Chacon joined Itaú Unibanco in 2008, and was named an Internationalist of the Year in 2013 for his extraordinary marketing contributions of worldwide significance. He was also the first Brazilian marketer to be named to this list since it origins in 2004.

Prior to Itaú, he was involved in related banking and credit card marketing roles. He spent seven years as the Vice President of Marketing for Credicard, originally founded by Itaú, Citigroup and Unibanco, in the 1970s. (Interestingly, in 2013, Itaú reclaimed Credicard from Citigroup through a USD $1.3 billion acquisition which provided the bank with an additional 10% share of Brazil’s credit card market.) His earlier positions includes roles with Redecard, the payment processor, also now owned by Itaú, and Cândia Supermercados.



FOREWORD by Bob Liodice

RETHINKING Accepted Notions of BrandBuilding

TRANSFORMATION as an Essential Way Forward

CHALLENGING the Status Quo to Create New Frameworks

PURPOSE Instilling Purpose by Thinking through New Actions

LEADERSHIP New Views of Marketing Leadership


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How to Purchase The Reinvention of Marketing

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