Fernando Julianelli, Mitsubishi Motors Brazil

Chief Marketing Officer

“Three times a charm” is an old expression whose meaning easily crosses most borders.  For Fernando Julianelli, it might be that the fourth time has magic, though, as he accepted the top marketing post at Mitsubishi Motors Brazil after serving the automaker in three different agency roles over the course of fifteen years. 

Julianelli worked with Mitsubishi as Vice President and Partner at XYZ Live, a sports and entertainment marketing company owned by Group ABC, the largest marketing services group in Brazil.  He also served them as Vice President of Marketing and Planning at ReUnion Sports, which later became part of XYZ Live.  His earlier roles included Leo Burnett Brazil, Leo Burnett Italy, Loducca Advertising, Neogama|BBH, and Africa.

In fact, Fernando Julianelli’s career has been intertwined with the history of Japanese vehicles in the country. Mitsubishi Motors of Brazil (MMCB) was one of the first automakers to arrive in 1991 after Brazil opened its markets to imports.  Since that time, the car manufacturer has sold more than 200,000 vehicles in Brazil and is among the 100 largest companies in the country.  Mitsubishi is also the largest conglomerate in Asia and one of the ten largest multinationals in the world with over 200 companies in 180 countries and a broad-range of brands from Kirin beer to Nikon cameras. 

Long-term dedication is paying off for both Julianelli and Mitsubishi.  He joined the automaker in 2012 at a time of expansion, but also during a time of dramatic change in marketing and within Brazil.   Fernando Julianelli possesses a thorough understanding of the brand, as well as a keen knowledge of sports marketing and digital media—two critical areas for successful car marketing and sales in Latin America’s largest country.  

Mitsubishi Motors Brazil has a significant history of tying with sports, particularly road rallies and motor racing.  Recently the company experimented with WhatsApp as a service channel for its Lancer model. Consumers are able to learn about the sedan, view photos and videos, ask questions, and check prices. They can also be sent to a dealer.  Julianelli believes that serving customers in real time is critical today as it enables a marketer to understand exactly what the consumer wants.