Nuveen CMO Tara Giuliano touts "credible adjacency" over influencer marketing
Tara Giuliano, CMO at Nuveen, said the brand has had a successful partnership with Mark Wahlberg's Municipal apparel brand.
"We invest in what I call 'credible adjacency' rather than influencer marketing," said Tara Giuliano, chief marketing officer, in an interview at 2026 Cannes Lions.
As a global investment firm, Nuveen is careful about its celebrity and creator partnerships. "We have to do a lot of due diligence on any alignment strategy that we have," she said. One of its recent partnerships has been with Mark Wahlberg's Municipal apparel company. Wahlberg is also a Nuveen client.
Giuliano, whose brother died by suicide amid financial distress, also spoke about her sense of purpose in helping people secure their future.
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