How do you keep longtime customers from fleeing for a sexier option?

Find the truth that speaks to them.

TIAA-CREF's campaign stood in sharp contrast to the prevailing "trade from your mobile phone," "trade online," "start trading now" mentality. Because the company offers financial services primarily to those in higher education, research, and the arts, the campaign featured prominent academics who were busy doing their work while TIAA-CREF managed their money.