Roberto Campos sided with the military regime installed by the 1964 coup, which was greatly backed by Jorge Flores, a business partner of his. The first military president, Marshall Castelo Branco, appointed Campos as his Minister of Planning — and chief economic policy maker, jointly with the Finance Minister Octavio Gouvea de Bulhões — in which capacity he enacted various pro-business and pro-foreign capital — as well as anti-organized-labour — reforms that aimed to modernize the Brazilian economy in a liberal sense. His sympathies for an inconditional pro-American foreign policy and foreign-capital-friendly economic policies earned him, already during the 1960s, his lifelong sobriquet: "Bob Fields" (an anglicized word-to-word rendering of his actual name).