CASE STUDY · 9
Kroll · PR Campaign
Rostrum has delivered hundreds of positive media mentions for Kroll - with a combined reach of over 10 billion - to help establish Kroll as a leading advisory brand for fraud and risk. The work spans a multi-year programme covering Valuation Advisory, Cyber Risk, Governance & Risk, ESG and Financial Services Compliance & Regulation, anchored by repeat placements in the Financial Times, Reuters, The Times, Bloomberg, City A.M. and Sky News.
Summary
Kroll, the global financial and risk advisory firm (formerly Duff & Phelps), needed to grow its London brand, profile specific practice areas, and raise the profile of named MDs in front of a UK and EMEA audience. Rostrum runs a long-standing integrated programme of media relations, campaigns, FOI-led research, executive profiling, hero reports including multiple years launching the Global Regulatory Outlook and the firm's flagship Global Fraud and Risk Report. For these hero campaigns, we delivered at least 100 pieces of coverage for each edition.
What was the challenge?
London is one of Kroll's primary markets outside the US, and the firm needed to convert that geographic priority into brand authority across a crowded risk and advisory landscape, including the Big Four.
Three things had to happen at once: amplify the Kroll name in London, build out specific growth practices such as Valuation Advisory, Cyber Risk, Governance & Risk and Financial Services Compliance & Regulation, and raise the personal profile of senior MDs and practice leaders so they became go-to commentators in their fields.
What did Rostrum do?
Since 2018, Rostrum has ran an ongoing integrated programme for Kroll spanning media relations, campaigns, research and executive profiling.
A regular drumbeat of company news and proactive media activity covers Kroll's priority sectors, paired with relationship-building with named journalists at the FT, Reuters, The Times, Bloomberg, City A.M., Sky News, Financial News, risk.net and The Banker.
Creative campaigns are used to share Kroll data with the media. Rostrum filed a Freedom of Information request to the FCA on the impact of regulatory changes on the defined benefit pension transfer market, working with the FT on the exclusive and securing a write-up featuring analysis from Kroll's regulatory experts. A separate FOI for the FSCR team landed as an exclusive in City A.M.
Rostrum also hosted a media roundtable attended by 10 journalists with a combined readership of over 400 million, including the FT, The Times, Mail Online, Yahoo! News, Financial News, risk.net, The Banker, Financial Reporter and Fintech Finance.
For the headline Global Fraud and Risk Report, running annually from 2018 to 2024, Rostrum acted as lead global agency, commissioning research from Forrester, coordinating survey design and analysis, drafting global, UK and sector-specific releases for 10 sectors, and running the worldwide distribution schedule. Each year, the report launched via an exclusive in the FT before rolling out to national press in each country and sector verticals.
The Global Regulatory Outlook was a separate flagship research campaign for Kroll's Financial Services Compliance & Regulation practice, developed by Rostrum, focusing on three central questions for senior FS decision-makers: what is the world's leading financial centre, what regulatory issues are keeping senior decision-makers in FS awake at night, and what is the most attractive market to do business in. The campaign positioned Kroll as the authority on global financial regulation and feeds into the wider FSCR media programme that has secured repeat coverage in the FT, Reuters, City A.M. and Bloomberg.
Simultaneously, executive profiling activity has built the firm’s MDs as media voices, which regular appearances on on Sky News and contributions to multiple industry podcasts. Stakeholders across the business are actively engaged with PR.
What were the results?
Hundreds of media coverage hits annually for the firm
10 billion combined reach
Kroll established as a leading brand in the marketplace
Global Fraud and Risk Report: 45m+ campaign reach, coverage across nationals including four separate hits in the Financial Times, lead gen and web traffic targets exceeded
Global Regulatory Outlook delivered as a standalone research campaign for the FSCR practice
Media roundtable: 10 journalists, 400 million+ combined readership
FOI exclusives placed with the Financial Times and City A.M.
Regular top-tier coverage in FT, Reuters, The Times, Bloomberg, City A.M., Sky News, Financial News, risk.net, The Banker and Yahoo! News
MDs across the business now actively engaged with PR, with regular appearances on podcasts and broadcast shows
Status
Kroll remains a longstanding Rostrum client. The integrated programme continues across London-led media relations for the risk advisory division.