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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 (5/31)
Name Title State
Robert L. Chief Executive Officer, Asset Management 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

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

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, Public Relations 2012 present
**** ****** creative 2010 present
**** ********* ****** Media Buying, Media Planning 2016 present

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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. 

Additional Insight

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,,,,,, and 

TIAA only ran one video ad last year, which ran on 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