The New York Times has an article looking into the marketing campaign for TIAA-CREF.

“A LARGE marketer of financial services is seeking to become the master of a domain name.

“TIAA-CREF’s “Manifesto” Ad The marketer is TIAA-CREF, which is making a significant change in its advertising that plays up its status as a nonprofit organization. The campaign, getting under way this week, signals its intent by focusing on a new Web site, powerof.org.
 

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