TIAA-CREF Taps Martin Agency After a Review

Written By THE MARTIN AGENCY

TIAA-CREF has tapped The Martin Agency as its agency of record, after a review. The Richmond, Va.-basedshop will be responsible for creative, strategy, and media-planning and buying duties. The pitch was led by the asset manager's chief marketing officer, Connie Weaver, who joined TIAA-CREF in 2010. She previously held various marketing and communications positions, including posts at Hartford Financial Services Group, BearingPoint, AT&T, Microsoft and McGraw-Hill.

"Over its nearly 100-year history, TIAA-CREF has evolved from a firm focused primarily on retirement to a full-service financial institution providing a wide range of investment products and services to clients at all stages of life," said Ms. Weaver in a statement. "We look forward to our partnership with The Martin Agency as we continually evolve our brand to align with our current market strategy."

For Martin, the win is one of the first since Matt Williams succeeded John Adams as CEO about seven months ago. The new client joins a roster of clients that includes Walmart, Geico, BFGoodrich, Mondelez International, Hanes and the American Cancer Society.

Prior to Martin, TIAA-CREF had worked with Digitas and TargetCast. Over the years, it's also workedwith Boston-based independent shop Modernista (now-shuttered) and WPP's Ogilvy. Currently, it has $523 billion in assets under management, and is the leading provider of retirement services in the academic, research, medical and cultural field.

By Rupal Parekh

THE MARTIN AGENCY

About The Martin Agency

We are a full-service creative agency with a proven ability in leveraging audience and cultural intelligence to build distinctive brands globally. We’re committed to fighting invisibility with ideas that permeate culture, work that drives results for our clients, and a culture our employees are proud of. From creating the beloved GEICO Gecko, to modernizing UPS, a 115-year-old brand, by making them relevant to a new generation of culture-shifters and entrepreneurs, to lighting the internet on fire with Solo Stove’s “Snoop Goes Smokeless” campaign, we’ve been behind some of the most significant brand transformations in history. We're creating steady buzz for brands like Papa Johns, OREO, CarMax, UPS and TIAA, to name a few. And as Ad Age’s Agency of the Year (2023), 2x Fast Company Most Innovative Companies (2023 and 2024) and back-to-back Adweek Agency of the Year (2020 and 2021), our momentum is only building. For more information, visit www.martinagency.com.

Media Contacts:
The Martin Agency | Katherine Sheehan | katherine.sheehan@martinagency.com

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