Kroll Bond Ratings Makes Official Debut With Multi-Media Marketing Campaign

NEW YORK, Jan. 19, 2011 /PRNewswire/ -- With the goal of bringing increased accuracy, accountability and trust to the financial markets, Kroll Bond Ratings (www.krollbondratings.com) today officially launched its credit rating agency with a multi-media marketing campaign.  

A nationally recognized statistical rating organization (NRSRO) that is more than 40-percent-owned by pension funds and foundations, the firm will emphasize ratings accuracy through high standards of due diligence and in-depth analysis – with direct accountability to the investment community.  

"The financial crisis forcefully demonstrated that the current ratings system is broken," said CEO and Chairman Jules Kroll. "Leading up to the downturn, the Big 3 bond ratings agencies failed to sound the alarm, resulting in serious damage to many investors. Now there is an appetite for meaningful change, demonstrated by the clients that have already joined our roster."

The company intends to restore trust in the bond market by establishing new standards of risk assessment, and by offering accurate and timely credit ratings.  "Our claim of greater trustworthiness is based on rigorous due diligence, transparency of process, thoroughness of discovery, expert judgment and real-time surveillance," said James Nadler, president and chief operating officer.  "The significant stake in our ownership by institutional investors makes us directly accountable.  We are also loyal to the legacy of the Kroll name, which is synonymous with the highest standards of professional research and factual accuracy."

To meet this high bar, Kroll Bond Ratings will adhere to the following principles:

• Not relying solely on information provided by issuers of bonds
• Seeking further, direct verification of information when necessary
• Adopting corporate governance principles to keep investor interests above all other concerns
• Maintaining dual focus on initial ratings as well as post-issuance surveillance
• Sharing both its ratings methodology and analysis in the public domain

Launch Supported By Branded Campaign

Today marks the debut of a significant branding / advertising campaign supporting the launch of Kroll Bond Ratings, targeting the investment community across print, radio, broadcast, the Web and mobile devices.  Global strategic branding firm, Siegel+Gale (www.siegelgale.com), developed and executed both the creative and media strategy.

Woven through all elements of the campaign, as well as the company's website, are direct comments on the current state of the bond market – and how Kroll Bond Ratings intends to help reshape the landscape.  These statements include the core tagline "Our name is on the line," as well as "It's okay to trust a triple-A rating again," "You can handle the truth," "Let's due diligence," "A new measure of trust" and "Trust can now be measured."

"Everyone across the financial community recognizes the problem in the ratings game, but until now, no one stood up to present a viable solution," said Alan Siegel, founder and chairman of Siegel+Gale.  "Kroll Bond Ratings is putting itself and the legacy of the Kroll name on the line to challenge the status quo in a big way.  This is the genesis of the company's tagline – 'Our name is on the line' – as well as a promise to the investment community.  This ethos is a powerful fit with Siegel+Gale's own commitment to simple, clear and transparent communications, particularly in the financial services arena."

To view elements of the campaign, visit http://www.siegelgale.com/blog/kroll-bond-ratings-launches-multi-media-marketing-campaign-emphasizing-ratings-trust-and-accuracy.

Those interested in learning more about the products and services offered by Kroll Bond Ratings can visit their website (www.krollbondratings.com) or call them in New York at (212) 702-0707.

About Kroll Bond Ratings:

Kroll Bond Rating Agency, Inc. (www.krollbondratings.com) is registered with the SEC as a nationally recognized statistical rating organization (NRSRO). Kroll Bond Ratings was established in 2010 to restore trust in credit ratings. Founded by Jules Kroll, pioneer of the modern investigation, intelligence and corporate security industry, the firm provides accurate and timely ratings for bonds issued by financial institutions and large corporations.  Kroll Bond Ratings offers a built-in safeguard, namely, the firm is more than 40%-owned by pension funds and foundations. As such, Kroll Bond Ratings is accountable directly to investors. Kroll Bond Ratings operates from offices in New York and Maryland.

SOURCE Kroll Bond Rating Agency, Inc.