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[SITUATION] · [ACTIVE] · [BUSINESS]

2 clusters · 4 sources · 3 days · First seen · Last updated

Banco Master marketing and endorsement controversies

Overview

Investigations into Banco Master have revealed efforts to coordinate social media content with influencer Pablo Marçal. Audio recordings suggest that marketing director Ana Mattos sought to align Marçal’s posts during a period when the bank was attempting to sell 58% of its shares to Banco de Brasília (BRB). Communications indicate a strategy to have the influencer focus on “banking concentration” to divert public attention from the institution’s specific financial difficulties.

Further details have emerged regarding the bank’s high-profile celebrity endorsement strategies. While a R$ 5.4 million campaign featuring presenter Fátima Bernardes was recorded for 2024 and 2025, it was never aired due to an internal crisis. Additionally, Will Bank, a digital entity controlled by Master, utilized spokespeople including Vini Jr., João Gomes, and Luciano Huck for various themed marketing campaigns.

Entities

Banco Master · Daniel Vorcaro · Ana Mattos · Luciano Huck · Fátima Bernardes

Timeline

  1. [BUSINESS] 2 sources
    Banco Master celebrity endorsement details revealed

    Banco Master hired Fátima Bernardes for a R$ 5.4 million campaign that was never aired due to a bank crisis. Other celebrities like Vini Jr. and Luciano Huck have endorsed its subsidiary, Will Bank.

  2. [BUSINESS] 2 sources
    Banco Master executives sought to coordinate social media posts with Pablo Marçal

    Banco Master's marketing director sought to coordinate social media content with Pablo Marçal to manage public perception during a major share sale to Banco de Brasília.

Sources

brasil.perfil.com · diariodocentrodomundo.com.br · metropoles.com · ndmais.com.br