TIAA-CREF Taps Martin Agency After a Review

Richmond-based Shop Will Handle Creative, Media and Strategy Duties

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TIAA-CREF has tapped The Martin Agency as its agency of record, after a review. The Richmond, Va.-based shop 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.

She was assisted by search consultant Hasan & Co. with the review process.

"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 worked with 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.

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