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.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.