New TIAA-CREF Print Advertisements Connect Smartphone Users with Financial Advice

First U.S.-Based Financial Company to Use Quick Response Technology
NEW YORK--(Business Wire)--
TIAA-CREF`s new "Make a Change for the Good" print advertising campaign
represents the first time a U.S.-based financial company has used Quick Response
code technology to connect smartphone users to an investment consultant.

The first advertisement, which debuts today in The New York Times, invites
smartphone users to take a picture of the Quick Response code to connect by
phone with one of TIAA-CREF`s noncommissioned1 investment consultants in just
one click. TIAA-CREF delivers what Forbes calls "the most extensive workplace
advice."2

"Now getting the market`s most extensive advice on your financial plan is as
easy as snapping a picture," said Jeff Fleischman, the company`s Chief Digital
Officer. "That`s a real convenience for an upcoming generation of savers, and
part of our aim to help you keep your savings on track however you prefer to
reach us."

Nearly 13% of TIAA-CREF`s 3.6 million participants are between the ages of 25
and 34, the same age range of the majority of smartphone users, according to
Nielsen.

"Sometimes the hardest part of getting started on a plan is picking up the
phone," added Fleischman. "QR code marketing is one way to encourage our more
tech-savvy participants to call us. We know that people who have a financial
plan are more likely to save more and are better prepared to weather the ups and
downs of the market."

To scan QR codes, you need a smartphone with a camera and a code reader. Search
for "QR code reader" in your search engine or at your smartphone's official app
store for a free code reader.

About TIAA-CREF

The TIAA-CREF group of companies is a national financial services organization
with $374 billion in combined assets under management (as of 6/30/09) and the
leading provider of retirement services in the academic, research, medical and
cultural fields. Further information can be found at www.tiaa-cref.org.

TIAA-CREF Individual & Institutional Services, LLC and Teachers Personal
Investors Services, Inc., members FINRA, distribute securities products.

©2009 Teachers Insurance and Annuity Association-College Retirement Equities
Fund, New York, NY 10017

C45939

1 Our advisors/Individual Consultants receive no commissions. We compensate them
through a salary plus incentive program that rewards client service as well as
financial results.

2 "Playing The Numbers" published in Forbes magazine's 2009 Investment Guide

TIAA-CREF
Chad Peterson, 704-988-6811
cpeterson@tiaa-cref.org

Copyright Business Wire 2009