TIAA-CREF’s Review Was a 4-Horse Race

Martin Agency beats the likes of Lowe Campbell Ewald

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. Account revenue is estimated at more than $4 million.

The new agency's first ads are expected in the fall, with the first big brand campaign slated for early next year. Martin staffers in both Richmond, Va., where the Interpublic Group shop is based, and New York, home of TIAA-CREF, will work on the business.

Account director Rebecca Smith and creative director Jason Komulainen will lead account management and creative development, respectively, according to an agency representative. Smith also works on the agency's Morgan Stanley account and Komulainen works on Manpower and ExxonMobil. Both are based in Richmond.




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