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TIAA | Company Profile, Marketing Contacts, Media Spend, Brands




TIAA-CREF, which stands for Teachers Insurance and Annuity Association - College Retirement Equities Fund, is one of the largest financial services companies in the U.S. The company, headquartered in New York, NY, helps to meet the financial needs of individuals and institutions in the academic, research, medical, cultural and non-profit fields, with its core businesses being retirement plan administration and annuity products.

Main Telephone (212) 490-9000
Main Fax (212) 916-6231
Primary Address
730 Third Avenue
New York, NY 10017
USA

TIAA Contacts

Contacts (5/25)
Name Title State
Connie W. Executive Vice President & Chief Marketing Officer NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 490-9000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 730 Third Avenue
New York, NY
10017
USA

Robert L. Chief Executive Officer, Asset Management NY
Roger F. President & Chief Executive Officer NY
Martha W. Chief Marketing Officer, Global Asset Management Unit NY
Scott B. Chief Digital Officer & Chief Information Officer - Retirement & Individual Services NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
TIAA ********

Agency Relationships


Brand Agency Service From To
**** *** ****** ****** Creative 2013 present
**** *** ****** ****** Creative 2013 present
**** ****** *** *******, ***. creative, media buying & planning, public relations 2012 present
**** ****** creative 2010 present
**** ********* ****** Media Buying, Media Planning 2016 present

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DailyVista

Digital Opps: TIAA-CREF moves digital planning, buying to Merkle


Subject: Online, digital, video, sponsorship

Organization: Winmo profile) – the Teachers Insurance and Annuity Association – College Retirement Equities Fund provides insurance and investment services for people working in the education, culture, medicine and research sectors. Its core operations are still geared towards retirement plans and annuity products.

Opportunity: Moved digital media planning and buying to The Martin Agency, on media planning and buying since 2013, will still handle print media planning and buying. Therefore, digital personal finance and news sellers should be all over TIAA-CREF now. Q2 and Q4 were the company’s top advertising periods last year, according to Kantar Media. 

An advantage should go to those with deep engagement rates among Boomers. While millennials are seemingly top-of-mind for everybody right now, approximately 77 million Boomers plan to retire over the next 70 years. The number of individuals in the US between the ages of 65 and 84 will increase 38.8% between 2010 and 2020, while the population of over 85 will grow 18 .7%  during the same period, according to the US Census Bureau.

Additional Insight

Media Spend: TIAA-CREF’s ad spending in the first half of the year was way down compared to prior years. In H1, ad spending totaled $1.6 million compared to about $6 million in the first half of last year, Kantar Media reports. In 2014, $14.5 million went to measured media, up from $12.3 million in 2013. Last year, about $8 million was allocated during Q2 and Q4 compared to $6 million during Q1 and Q3. 

Historically, print buys have made up the majority of TIAA-CREF’s ad budget, led by investments in B2B magazines, national magazines and newspapers. 

Digital Breakdown: Since January, 169 display ads have run on 1,654 publishers (<1% mobile), 51% of which were placed programmatically versus site direct, Moat reports. Personal finance and news sites make up almost all of this activity, led by barrons.com, chronicle.com, thestreet.com, time.com, forbes.com, reuters.com, bloomberg.com and usatoday.com. 

TIAA-CREF has only run one video ad this year, per Moat. It appeared on scotsman.com in September.

Winmo profile)
730 Third Ave.
New York, NY 10017
(212) 490-9000

Connie Weaver
Executive Vice President & Chief Marketing Officer
(212) 490-9000
cweaver@tiaa-cref.org