TIAA-CREF Names The Martin Agency As New Agency of Record

New York, July 23, 2013 TIAA-CREF has chosen The Martin Agency as its agency of record, responsible for strategy, creative, media planning and buying. The firm was selected after a competitive review process led by consultant Hasan + Co.
“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 Connie Weaver, chief marketing officer at TIAA-CREF. “We look forward to our partnership with The Martin Agency as we continually evolve our brand to align with our current market strategy.”
Matt Williams, CEO at The Martin Agency, said, “TIAA-CREF is a brand with a noble history. But, more than that, the firm has an amazing story to tell about what sets TIAA-CREF apart from others in the financial services industry. We can’t wait to help them tell that story.”


TIAA-CREF ( is a national financial services organization with $523 billion in assets under management (as of 06.30.13) and is the leading provider of retirement services in the academic, research, medical and cultural fields.
TIAA-CREF products may be subject to market and other risk factors. See the applicable product literature, or visit for details.

About The Martin Agency

With offices in Richmond and New York, The Martin Agency offers unified advertising, strategic planning, media, direct response, interactive, data analytics, design, branded content and local lead generation. Clients include BFGoodrich, Discover, GEICO, Hanes, Kraft, Manpower, Mondelez International, Morgan Stanley, PING, Pizza Hut, the American Cancer Society and Walmart.