Nuveen CMO Tara Giuliano touts "credible adjacency" over influencer marketing

"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...