April is Financial Literacy Month–and while most wealth management marketing still whispers. TIAA is turning up the volume.
The new iteration of TIAA’s Wealth Management platform “Invest in Your Worth” ditches the category’s usual restraint in favor of something louder, more human, and culturally fluent. The TV spots swap the category’s usual mahogany boardrooms and elevator music for something far more unexpected by pairing the work with anthems like Violent Femmes’ “Blister in the Sun” and Tone Lōc’s “Wild Thing.” The result feels energetic, familiar and a nod to our audience’s formative years. Exactly what you do not expect from wealth management.
“TIAA is reframing financial confidence around that same mindset — discipline, consistency, and forward motion — rather than traditional markers of wealth. Invest in Your Worth is all about what you’re building, the goals you’re working toward, and the discipline it takes to get there,” said Micky Onvural CMO, TIAA.
TIAA Wealth Management’s national campaign rolls out with contextual OOH across key markets in Boston, New York, Philadelphia and D.C., and on the Amtrak’s Northeast Corridor line.
The contextual creativity will have a presence during the Boston Marathon. Knowing marathons are a key moment when people can see the accomplishment of the hard work, the brand is connecting investing in your financial legacy to the investing to endurance showing up, putting in the work, and staying the course.
This is the brand’s first campaign with its new creative agency partner Deutsch. “What drew us to the relationship is our shared values and a deep reverence and ambition for doing good,” Karen Costello, Creative Chair, Deutsch. “We wanted to break out of the category’s quiet, conventional tone and meet people where they are. Building wealth isn’t passive, it’s active, personal, and ongoing. This campaign, from the soundtrack to the marathon reflects that energy.”
