financial services

TIAA's 'Success' Campaign Goes National

TIAA launched its national print, radio and online advertising campaign this week, showcasing its new, shorter name and new brand look and feel.

Titled “What Does Success Look Like,” the ads feature a college professor, a medical student and a museum custodian daydreaming about their future plans. They step through a bright window to the places they envision. The message is that TIAA can help everyone build the financial security to turn their dreams into reality.

The new, streamlined name and identity also conveys an easier financial planning process for customers. With $854 billion in assets, TIAA -- short for Teachers Insurance and Annuity Association -- provides financial services for the academic, research, medical, cultural and government fields. The new name drops a hyphen and CREF (College Retirement Equities Fund). 



“The level of feedback from customers has been overwhelmingly positive, mostly commenting on the simple design of the Web site and how easy it is to navigate,” TIAA CMO Connie Weaver tells Marketing Daily.

She declined to share the dollar amount of the advertising buy, citing proprietary information.

Launched on Feb. 22, the revamped Web site,, showcases larger pictures and a graphical navigation bar. Email messages distributed earlier this week direct customers to the new Web site and encourage them to visit the new look of their accounts.

“We stepped back and listened to the people we serve, who they are and what they need,” Weaver said in a statement. “We know that everyone defines success on their own terms, and we help them evolve and change that definition over time. Our brand today is about meeting our customers wherever they are on that journey to success, and helping them meet their needs and navigate their financial lives in a simple, clear way, with straight talk instead of jargon or legalese.”

A multi-agency partnership including The Martin Agency, Frog, Weber Shandwick and Firstborn developed the campaign elements with extensive customer input.

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