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TIAA-CREF Begins Rebranding Efforts

TIAA-CREF of New York is developing a new advertising campaign, according to Mike Fegan, a spokesperson for the company.

TIAA-CREF's brand image has not been revised since the company lost its tax- exempt status in January 1998. At that time, it also began expanding its product offerings and marketing them to the general public, Fegan said. Previously, TIAA-CREF products were sold only to educators and previous ad campaigns have targeted that group.

TIAA-CREF's long-standing advertising agency, Ogilvy, of New York, has begun conducting research and holding focus groups for the new campaign, according to Fegan. The new ads will be developed in the next several months and will be test marketed before they are introduced, most likely in 2002. The campaign, which will include print, television and radio ads, will stress TIAA-CREF's corporate brand rather than its individual products, Fegan said. TIAA-CREFF will run an interim campaign while the new one is being developed, he said.