Rebranded TIAA Hopes Its Shortened Name Makes Financial Planning Seem Simpler

New campaign rolls out next week

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.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.