The Science

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Challenge

Due to our success with a smaller division, TIAA invited us to participate in their first-ever creative services RFP. The challenge was building a retirement campaign focused on short and long-term tax implications. We decided to present, in an engaging way, how a TIAA advisor helps clients save for retirement now and educates them on how to reduce their tax burden later in life.

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Solution

After taking a deep dive into data intelligence, we uncovered significant consumer insights and completely reframed TIAA’s retirement marketing and positioning. Gone are the dreams of golf, bridge, and timeshares in Boca Raton; they’re replaced by a vital second act. Golden years have evolved into starting a new career with personal meaning or reinvention through hobbies, skills, and interests. TIAA would help clients prepare for this “silver second act” via an integrated advice and service model. We showed TIAA understood their clients have a vision for the future, and they will help pave the way. You won’t let anything stand in your way. Especially taxes. Because TIAA advisors care about their client’s future, they’re talking about the often overlooked aspects of financial planning.