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|
TIAA ContactsContacts (5/31)
|Robert L.||Chief Executive Officer, Asset Management||NY|
Sample of Associated Brands
|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|
|Mark E.||Chief Marketing Officer - Corporate Marketing||NY|
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Q2, Q4 Media Opps: TIAA to launch new campaign
Subject: Online, digital, video, radio, sponsorship
Organization: TIAA, formerly known as Winmo profile) – the Teachers Insurance and Annuity Association – College Retirement Equities Fund. It 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: Rolling out a new campaign next week after rebranding to TIAA. The campaign will include TV ads but also look for print and digital dollars tied to engaging millennials, particularly those heading to college, and their Gen X parents. Retiring Boomers should be top-of-mind, as well.
Q2 dollars are most likely already tied up, so center your pitch more on Q3-Q4, TIAA’s secondary buying periods. An edge should go to personal finance and news sellers.
We hear digital media planning and buying, including programmatic dollars are now coming out of Martin Agency, which created the new campaign.
Media Spend: TIAA spent $8.2 million on measured media through the first three quarters of 2015 compared to $11 million for all of 2014, according to Kantar Media. Note that Q3 outlays were much higher than in past years.
Last year, ad spending was split 30%/30%/20% to print (B2B magazines, national magazines and newspapers), display and radio. In 2014, print made up almost 48% of TIAA’s ad presence and display was only 12%.
Digital Breakdown: Last year, banners, high impact and video ads ran on about 1,654 publishers (<1% mobile), 51% of which were placed programmatically versus site direct, Moat reports. Personal finance and news sites made 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 only ran one video ad last year, which ran on scotsman.com in September.
730 Third Ave.
New York, NY 10017
Executive Vice President & Chief Marketing Officer