TIAA-CREF Makes a Powerful Debut in India: From Unknown to Industry Leader
TIAA-CREF Makes a Powerful Debut in India: From Unknown to Industry Leader
CLIENT BACKGROUND
TIAA-CREF is a national financial services organization that, at the time of their engagement with Gutenberg in 2008, managed $363 billion in combined assets and is the leading provider of retirement services in the academic, research, medical, and cultural fields. In early 2008, TIAA-CREF sought to increase their investments in India and enlisted Gutenberg to plan their first media tour in the country and raise their visibility, despite having no prior media experience in India.
GUTENBERG STRATEGY
Gutenberg developed a comprehensive strategy to elevate TIAA-CREF’s brand presence in India and position them as a key player in the financial sector. The strategy focused on strategic media engagements, personalized messaging, and leveraging high-profile media platforms.
Challenge #1: Limited Brand Recognition in India
Gutenberg solution: To overcome the unfamiliarity of the Indian media landscape with TIAA-CREF, Gutenberg orchestrated a targeted media blitz. This included securing 10 briefings with top national and international outlets such as Bloomberg, Financial Times, and Forbes. By positioning TIAA-CREF’s Chief Investment Strategist, Brett Hammond, in these high-profile engagements, Gutenberg ensured maximum visibility and credibility.
Challenge #2: Lack of Recent News Hook
Gutenberg solution: Without a recent news hook, Gutenberg crafted compelling narratives around TIAA-CREF’s long-term investment strategy and its potential impact on the Indian market. This narrative was tailored to resonate with both domestic and international audiences. Gutenberg secured feature stories in leading publications like Business Standard and Daily News & Analysis, emphasizing the long-term benefits of investing in India.
Challenge #3: Capturing Media Attention in a Competitive Market
Gutenberg solution: To capture media attention amidst a competitive landscape, Gutenberg strategically positioned Brett Hammond on a CNBC-TV18 broadcast segment, targeting India’s influential financial sector. This high-visibility platform provided a significant boost to TIAA-CREF’s profile and highlighted their strategic insights into the Indian market.
Media Coverage
RESULTS
Gutenberg’s strategic media campaign transformed TIAA-CREF’s presence in India. Within a month and a half, Gutenberg secured media briefings with prestigious outlets like Bloomberg, Financial Times, Forbes and more. The strategic positioning of Brett Hammond on CNBC-TV18 reached the core of India’s financial sector. Additionally, feature stories in Business Standard and Daily News & Analysis highlighted TIAA-CREF’s investment strategy, resonating with a combined audience of 250 million internationally. From being an unknown entity in India, TIAA-CREF emerged as a recognized leader in the Indian financial landscape, showcasing the power of strategic media relations and expert positioning by Gutenberg.
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