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Let Your Confidence Show With S&P

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NEW YORK Standard and Poor's launched a corporate campaign in The Wall Street Journal today, a move the client said was a response to the stock market's recent "volatility and upheaval."

Ten print executions from Della Femina Rothschild Jeary in New York aim to portray surefooted chief officers who do their homework with Standard and Poor's. The work is tagged, "Your confidence is showing. You've got Standard and Poor's."

One ad shows an executive standing on the steps of the New York Stock Exchange, smiling confidently with his hands in his pockets. Copy below says, "In shareholder meetings, I don't think there's a question I can't answer ... because I'm fully briefed with analysis, research and data from Standard and Poor's."

"Considering the volatility that has happened over the last several years, we felt it was very important to reinforce ourselves as a source of credibility and integrity, as well as our value to the financial marketplace," said Shari Stein, vice president of marketing for the 140-year-old financial services company.

The work also seeks to spotlight the breadth of services offered by S&P, beyond its best-known ratings service and 500 index.

"Standard and Poor's is the credible long-term but quiet company that hasn't been talking about their services," said Michael Jeary, agency president and chief operating officer. "Because their awareness is so heavily skewed to ratings they want people to know what else they have to offer."

Beneath the tagline, the ads offer a smattering of services offered by the client, which include ratings, risk solutions, equity research and corporate value solutions.

Ads will also appear in Barron's and Business Week beginning this week. The campaign will run through next year.