Rebranded TIAA Hopes Its Shortened Name Makes Financial Planning Seem Simpler

Financial planning and everything associated with it can be stressful and complicated, even off-putting. For a financial services brand like TIAA—which just dropped the "CREF" from TIAA-CREF—that can present a marketing challenge.

TIAA-CREF’s Review Was a 4-Horse Race

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.

TIAA-CREF Reviews Its Advertising Business

Financial planning player TIAA-CREF is talking to agencies about its creative and media business.The company has issued a request for proposals to more than a dozen agencies that’s due back this week, according to sources. Based on submissions, TIAA-CREF marketing leaders are expected to narrow the field to about six shops that they will visit.