Curtis Ferrera replaces Braganza as Scotiabank CMO

Despite being in the middle of a creative agency review, Scotiabank has changed its chief marketer.

Laura Curtis Ferrera has been announced at the new senior vice-president and CMO, replacing Clinton Braganza, who stays with the bank as senior vice-president of customer loyalty and partnerships.

“The agency review process remains unchanged,” a Scotiabank spokesperson told The Message. “Laura, as a key member of Clinton’s leadership team during his time as CMO, has been actively involved with the AOR review process from the beginning.”

Curtis Ferrera has been with Scotiabank since 2015, and was most recently senior vice-president, marketing, global wealth management, global business banking and Canadian retail marketing. “Her expertise and leadership driving Scotiabank’s marketing response during the COVID-19 pandemic has allowed the Canadian bank to lead in the market through advice for customers and business clients,” said a statement announcing the change.

The creative agency review began in July, with 31 agencies invited to take part. Braganza said at the time that the review was “in keeping with the bank’s global procurement policy.”

Curtis Ferrera will now lead all global marketing for Scotiabank, reporting into Barb Mason, group head and chief human resources officer.

Braganza will focus on the bank’s loyalty and partnership assets, “especially when it comes to driving the full potential of Scotia Rewards and Scene with our key partners,” said a Scotiabank statement. He’ll report to Dan Rees, group head of Canadian Banking.

David Brown