TIAA: Recognizing 100 Difference Makers with $1M for A Better Tomorrow

TIAA, the insurance services company, generated media awareness in the US for its Difference Maker 100 program, enabling it to exceed all its KPIs.

Responding to The Challenge

Since 1918, TIAA has been a different kind of financial services company - one that enables the financial well-being of people and institutions in the academic, research, medical, cultural and government fields. The company was created by Andrew Carnegie with a $1 million grant to ensure teachers could retire with dignity. Grounded in this mission to serve, the company has become one of the country's leading retirement providers with $1 trillion assets under management and an unmatched 9 Upper Awards for fund performance.

Yet despite a newly refreshed brand and increased marketing efforts, in 2018 the...

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