NEW YORK, USA — Nuveen, the investment manager of TIAA, has launched a compelling new brand platform: Invest Like the Future is Watching. This fresh direction amplifies the firm’s core ethos of empowering future generations through visionary investing.
For over 125 years, Nuveen has skillfully navigated market shifts, continuously evolving to meet the needs of investors across changing landscapes. The newly launched campaign underscores this enduring expertise, highlighting an expanded suite of investment solutions spanning fixed income, equities, real estate, real assets, and private capital.
“This campaign captures how Nuveen’s longstanding experience informs our accelerated evolution and perspective on the future. It is authentic to the core of our culture and our drive for excellence that’s rooted in optimism, confidence and a forward-thinking vision.” said Tara Giuliano, Chief Marketing Officer, Nuveen. “Reimagining the iconic Nuveen ‘N’ as a window illustrates the firm’s attributes of transparency, access and foresight while reinforcing the vision of our new tagline ‘Invest like the future is watching.’”
Today, Nuveen manages an array of public and private assets for clients around the world and on behalf of parent company TIAA, one of the world’s largest institutional investors, a purpose-driven highly rated insurance company and a retirement provider. As a $1.3 trillion global asset manager, the firm has approximately 1,300 institutional clients in 32 countries and serves seven of the world’s 10 largest pension funds
To bring the brand vision to life, Nuveen partnered with Forsman & Bodenfors (F&B), a global creative collective under the Stagwell marketing network. Through in-depth qualitative research across key markets including the U.S., U.K., Japan, and Germany, Nuveen and F&B refined a narrative that deeply resonates with institutional investors, advisors, and consultants worldwide.
“In our collaborative research, it became apparent that ‘Invest like the future is watching’ struck the right chord with Nuveen’s global client base,” said Julien Bissuel, F&B’s Chief Solutions Officer/Managing Director North America. “It was truly a pleasure to partner with the Nuveen team to reimagine the way their storied brand will reach audiences in a new way as they rise to the opportunities and challenges of the years ahead.”
CREDITS
Client: Nuveen
Chief Marketing Officer, TIAA: Micky Onvural
Chief Marketing Officer: Tara Giuliano
Chief Brand Officer, TIAA: Zara Mirza
Global Head of Brand Marketing: Mary McCall
Vice President, Global Brand Marketing: Callie Starbuck
Assistant Vice President, Brand Campaign Manager: Katie Nealon
International Brand Manager: Felicity Johnson
Copy Director: Matthew McGarry
Vice President, Global Creative Director: Tina Altounian
Agency: Forsman & Bodenfors
Chief Solutions Officer: Julien Bissuel
Creative Director: Claudette Martin
Creative Director: Sarah Anderson
Associate Creative Director: Liz Allemang
Associate Creative Director: Brittany Hall
Senior Producer: Laura Peguero
Director of Business Affairs: Scott Terry
Head of Global Strategy: Tom Suharto
Head of Strategy: Andrew Carty
Business Partnership Director: Gregory Wesh
Business Partnership Director: Hannah Casey
Production Company: Academy Films
Director: Sophia Ray
Producer: Megan Porche
Executive Producer: John Nguyen
VFX Supervisor: Denis Reva
Service Production Company: B2Y
CEO: Alexander Kenanov
Service Producer: Ivan Ivanov
UMP: Ivanina Burneva
Production Coordinator: Mladen Pecakovski
APOC: Maria Angelova
APOC:Nikolay Georgiev
Production Runner: Antoan Stanoev
Cleaning Lady: Katia Arsova
AD’s
1st AD: Chris Kelly
2nd AD: Vasilena Boneva
Script Supervisor: Emanuela Spasova
Choreographer: Kosta Karakashyan
Camera:
DOP: Ben Todd
Steady Cam OP: Josh Brooks
1st AC: Vladislav Mateev
2nd AC: Yonko Balevski
Art Department
Production Designer: Kristian Lekov
Art Dept. Coordinator: Kristina Bodurova
Construction Manager: Anastas Nedelchev
Head Painter: Ivana Nikolich
Lead Set Dresser: Alexander Tinchev
Set Dresser: Kristiyan Eftimov
Set Dresser: Daniel Sholeikov
Set Dresser Labour: Dimitar Tsachev
Makeup & Hair
Makeup Artist: Alice Shopova
Hair Stylist: Mira Chakarova
Set Coordination
Key PA: Georgi Damyanov
Set PA: Dimitar Kostov
Set PA: Anton Krustev
Set PA: Rostislav Stoyanov
Health & Safety
Medic on Set: Jordan Kalchev
Transport:
Production Van 1: Nikolay Nedyalkov
Production Van 2:Radoslav Milanov
Production Van 3: Lyubomir Lyubchov
Catering: Regazzi
Post Production: Cosmo Street
Editor: Mark Potter
Assistant Producer: George Irizarry
Head Of Production: Anne Lai
Audio / Mix: Sound Lounge
Mixer/Partner: Justin Kooy
Executive Producer: Dana Villarreal
VO Casting Director: Dawn Mjoen
Color: Electric Colour
Colorist: Luke Morrison
Executive Producer: Polly Durrance
Producer: Sydney Levy
VFX: ETC (Electric Theatre Collective)
VFX Lead: Amy Smith
VFX Shoot Supervisor: Denis Reva
Executive Producer: Polly Durrance
Producer: Sydney Levy
Music: The Hogan
Music Supervisors: Sean Hogan & Ludo Swaniker
Original Composition: THE HOGAN
