Profiles: T

Cesar Augusto Tavares is the Brand Director of Activia and Head of Innovation & Health Affairs at DANONE. Activia was launched in 2004, and today accounts for one-third of the fresh dairy product sales in Brazil. Its World Cup ad, featuring Shakira with a number of star football players, is among the most-watched videos supporting the games. Cesar’s marketing career began at Unilever.

Bety Tichauer is the Senior Marketing Director at VISA in Brazil where she focuses on brand development, product marketing, strategic planning, agency management, media and research. She’s been based at Visa in Sao Paulo for seven years, following her Marketing Director role at Visa Mexico. Interestingly, she started her career at Visa Brasil as a trainee, evolved to marketing manager, then move to Turner Broadcasting for and a year and half before moving to Visa Mexico.

Eduardo Tracanella, is Superintendent of BANCO ITAU Bank Marketing, and part of the team behind “The Great Transformation” campaign—an awe-inspiring commercial of national pride that shows the structures of a huge stadium emerging throughout Brazil to transform the entire country into a giant, all-inclusive soccer stadium. In addition to the extraordinary visuals, the stars in these commercials are the Brazilian people-- always a core concern of the bank. Sports, particularly football, is one of three pillars of the Itaú’s communications, along with Education and Urban Mobility.