The FCS is proud to announce that Tara Giuliano, Chief Marketing Officer of Nuveen, has been selected as the recipient of two FCS Awards for 2025: the FCS Brand Reputation Award and the FCS Marketing Partnership Award, the latter shared with agency partners Ptarmigan Media and Forsman & Bodenfors.
These honors recognize Tara’s significant leadership in reshaping Nuveen’s global brand, strengthening its market position, and championing a collaborative, integrated marketing model that has delivered exceptional results.
Presentation of Awards
Trophies for both awards will be presented to Tara during the 26th Annual FCS Race for Kids Marketing Summit, held January 11–14, 2026, at The Lodge at Spruce Peak, Stowe, Vermont.
Transforming a Global Brand
The evolution in 2025 of Nuveen’s reputation as a leading asset management brand centered on “Invest Like the Future Is Watching,” a global platform reflecting the firm’s legacy, values, and commitment to long-term stewardship. Launched in March 2025, the campaign introduced a refreshed brand identity, including the signature “Nuveen Window,” and rolled out across key markets in the U.S., U.K., Germany, Japan, Australia, and additional regions. The campaign has already delivered significant results, including more than 440 million impressions and measurable lifts across awareness, favorability, and engagement metrics.
The FCS Marketing Partnership Award recognizes Nuveen’s integrated collaboration with Ptarmigan Media and Forsman & Bodenfors — a partnership that blended strategy, creative, and media to modernize the 125-year-old Nuveen brand for a global audience. Together, the teams operated as a unified group, sharing resources, synchronizing media and creative, and building customized placements across Financial Times, Bloomberg, CNBC, and other leading platforms.
The partnership’s transparency, shared tools, and cross-organizational workflows allowed for true alignment across more than 15 campaigns in seven regions, creating a globally resonant platform that delivered both efficiency and impact.
“Tara Giuliano’s work represents the very best of modern financial marketing,” said Kevin Windorf, FCS CEO. “Her leadership has strengthened Nuveen’s global reputation, elevated engagement across key audiences, and inspired an integrated partnership that delivered exceptional creative and measurable business impact. We are proud to recognize Tara — and the Nuveen, Ptarmigan, and Forsman & Bodenfors teams — for this remarkable achievement.”
“I’m deeply honored that the FCS has recognized Nuveen with both the Brand Reputation Award and the Marketing Partnership Award,” said Tara Giuliano. “Reimagining a 125-year-old brand while honoring its legacy required extraordinary collaboration from our global marketing team and creative partners at Forsman & Bodenfors and Ptarmigan, who helped transform how Nuveen shows up in the marketplace through ‘Invest Like the Future is Watching.’ To be celebrated by this community of peers for work that has rallied our entire organization around a forward-looking vision makes this recognition especially meaningful.”
As part of the two Awards honoring Tara, the FCS is delighted to make a $5,000 donation to the charity of her choice: Chicago Children’s Museum, whose mission is to improve children’s lives by creating a community where play and learning connect.
About the FCS Brand Reputation Award
The FCS Brand Reputation Award honors a financial or fintech company — and its lead marketing executive — for excellence in building a cohesive brand strategy, strengthening trust and loyalty, engaging stakeholders, and advancing corporate citizenship.
About the FCS Marketing Partnership Award
The FCS Marketing Partnership Award celebrates collaborative excellence among two or more organizations that demonstrate innovation, resource sharing, strategic alignment, and outstanding results.