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The Martin Agency outstripped three other contenders to land TIAA-CREF's advertising account, according to sources.
Sources identified the other finalists as Lowe Campbell Ewald; Partners + Napier (which pitched with media incumbent TargetCast); and Digitas, the creative incumbent.
Key decision-makers in the review included chief marketing officer Connie Weaver and Morgan Gold, vp of brand and advertising. Hasan + Co. in Raleigh, N.C. helped manage the search, which began in January.
The assignment includes traditional and digital ads as well as media planning and buying.
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