New TIAA-CREF Brand Advertising Campaign Invites People to Imagine their Financial Futures

New York, September 17, 2010

In an integrated marketing and advertising campaign that launches on Saturday, TIAA-CREF, the leading financial services provider to the academic, research, medical and cultural fields urges people to think about their futures, how they must plan to achieve their goals, and how TIAA-CREF can help them pursue those goals.

The campaign, “Become Your Future You,” will run throughout the fall in television, radio, print and online advertising, beginning with a commercial that will air on the CBS “TIAA-CREF College Football Today” pre-game show on Saturday, September 18th at 3 pm ET and the national telecast of the Florida-Tennessee NCAA Football game.

“This campaign engages clients in planning their futures by inviting them to consider the something or someone they aspire to be and letting them know that TIAA-CREF will help them create a financial plan to pursue that goal,” said Connie K. Weaver, chief marketing officer. “Across varied media, we will feature our advisors talking about how they partner with clients to plan through the key parts of life and realize their ambitions.”

“The campaign embodies our connection with customers, whose values we share,” added Weaver. “We are here for them, with a record of performance over the long term and products and services to address clients’ needs at all stages of their lives.”

The company will air a series of television commercials, including one which features TIAA-CREF financial consultant Kelly Kratz of Lawrence, Kansas discussing her interactions with clients and how she helps them pursue their aspirations. “Everybody’s dream is different,” she says in the commercial. “As a TIAA-CREF advisor, what I tell clients is that you’re investing for the long term so that they actually have a road map to those dreams.”

The campaign website, becomeyourfutureyou.org, offers viewers information on how TIAA-CREF helps clients “become” who they want to be and realize what they want to achieve. It also will feature a series of videos that demystify such financial challenges as how to pursue your passions and still save for retirement, how to avoid running out of money, and how to make your savings work harder for you.

Campaign media also is available on Facebook (www.facebook.com/tiaa-cref) and YouTube (www.youtube.com/tiaacref1), as well as featured on Twitter (www.twitter.com/TC_Talks).

The campaign was created by TIAA-CREF and Digitas, New York, with television ads directed by documentary filmmaker Peyton Wilson. Innovative “how-to” videos for the campaign were produced by TIAA-CREF and Howcast Media, Inc.

TIAA-CREF serves more than 3.7 million people who work in the non-profit fields and their families.

About TIAA-CREF
TIAA-CREF (www.tiaa-cref.org) is a national financial services organization with $410 billion in combined assets under management (as of 6/30/10) and provides retirement services to the academic, research, medical and cultural fields.

Media Contact
Chad Peterson, TIAA-CREF
cpeterson@tiaa-cref.org, 704 988-6811

Past performance does not guarantee future results. Investing involves risk of principal.

TIAA-CREF Individual & Institutional Services, LLC, and Teachers Personal Investors Services, Inc., members FINRA, distribute securities products.

You should consider the investment objectives, risks, charges and expenses carefully before investing. Please call 877 518-9161or log on to www.tiaa-cref.org for a prospectus that contains this and other information. Please read the prospectus carefully before investing.

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