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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

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

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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New Biz Brief: TIAA-CREF hires new digital execs, expect new traditional, digital media opps

Company: Teachers Insurance and Annuity Association – College Retirement Equities Fund (TIAA-CREF), Fortune 100 financial services organization and the leading retirement provider for people working in the medical, academic, research and cultural fields.

Opportunity: Appointed Shawn Morton as head of digital marketing in April. He had been with JPMorgan Chase since 2011, most recently as VP of consumer banking strategy

Key to Know: Also in April, TIAA-CREF appointed Chris Needham as head of digital strategy and experience design. Previously, he spent eight years at Fidelity, culminating as VP of digital strategy and design.

Last year, TIAA-CREF hired The Martin Agency as AOR after a review. The Interpublic agency leads strategy, creative and media buying/planning, according to The List.

Kantar Media reports that TIAA-CREF’s measured media spend more than doubled last year to $9.9 million from $4.8 million in 2012 and $3 million in 2011. In 2013, display spending continued to rise, while magazine, newspaper and search spending all increased by triple-digit percentages. 

DailyVista’s Take: Since CMO Connie Weaver arrived from Hartford Financial in 2010, TIAA-CREF has evolved its marketing strategy to promote investment products and services to clients at all stages of life, including younger customers.  Therefore, given Morton and Needham’s recent hires, approach across the online, digital and social landscape because higher spending here should continue.

Also, look at TIAA-CREF’s rising print spend, which targets a wide range of demographics. Older clients are a primary target, as well, given the 77 million Baby Boomers planning to retire over the next 20 years. The number of individuals in the U.S. 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 U.S. Census Bureau.

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

Shawn Morton
Head, Digital Marketing
(212) 490-9000

Chris Needham
Head, Digital Strategy & Experience Design
(212) 490-9000

Connie Weaver
Executive Vice President & Chief Marketing Officer
(212) 490-9000