TIAA-CREF launches next phase branding campaign

TIAA-CREF, the financial services group and provider of retirement services in the academic, research, medical and cultural fields, announced the launch of its new national campaign, the "powerof.org." The national multimedia campaign represents the next phase in the TIAA-CREF brand evolution building on the corporate tagline: "For the Greater Good."

The new campaign reflects TIAA-CREF's dedication to serving those who work for the welfare of others by helping them get to and through retirement. It also acknowledges the idea that people want a fully-equipped and trusted financial partner. TIAA-CREF has worked to meet those needs by introducing new products and services including: expanded investment options, objective advice and a new technology that enables plan administrators to build a retirement plan that truly responds to employee's needs.

The campaign will include a mix of television, radio, print, and online advertisements. The effort was created by the Boston-based Modernista!. New York-based TargetCast TCM handled the ad buy.

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