BOSTON Modernista! has won the estimated $20-25 million TIAA-CREF account following a review, a client representative confirmed on Tuesday.
The Boston-based independent overcame Omnicom Group's TBWA\Chiat\Day and the incumbent, WPP Group's Ogilvy & Mather, both in New York, in the final round. Siltanen Keehn of El Segundo, Calif., was cut prior to the final round.
New York-based TIAA-CREF offers pensions, annuities, insurance and related financial products and services.
This marks the second major client addition for Modernista! in recent weeks following the agency's hire by Anheuser-Busch last month for TV projects [Adweek, Oct 20]. The shop is working on spots for Budweiser's "True" campaign. TIAA-CREF is also the second significant account added under shop president Clift Jones, who joined from Bozell as the year began to jump-start new-business efforts.