Coutts has long supported the arts industry with sponsorship programmes running over the past 300 years. From Octoober 2014 to March 2015, Coutts was the headline sponsor of the fascinating Grayson Perry: Who are you? exhibition at the National Portrait Gallery. Grayson Perry's exhibition display featured Britons that embody a particular potent aspect of contemporary British identity. Coutts used its association with the exhibition to highlight its specialist interests – investing through art and philanthropy – while also championing the important role of the arts in the economy. The sponsorship has resulted in almost 300,000 visitors attending the display, with 96% of them would recommend the exhibition to a friends or family. Presented by Jennifer Sofianou, the marketing business partner, Coutts

1. Sponsorship
November 2015

2. Our approach
In 2012 we set out three core areas of sponsorship and have continued to evolve and develop in these areas.
These are : Arts, Design, Sport.
Our focus in 2014 was on evolving our sponsorships in the area of Arts and Design.
Our approach in 2015 is to continue our commitment to sponsorships in the area of Arts and Design whilst exploring opportunities for
clients to see us in a space they might not expect, a space that resonates with our clients passions and interests, and one which aligns to
our brand values.
Sponsorship

3. What do we look for?
Sponsorships may not always require activation through events.We look for:
 Brand alignment with partner
 Alignment with strategy and our brand values
 Promote talent and innovation
 Alignment with other Coutts initiatives/areas of focus
 Opportunity to develop and evolve our strategy: Ballgowns @V&A, Hoard @ Museum of London, Grayson Perry @ NPG
 Opportunities to collaborate with other partners
 Philanthropic angle
 Opportunity to create
 Access to unique opportunities and experiences
 Trading assets with the partner
 Opportunities to engage Coutts staff
 Opportunities for the brand to be used thoughtfully with PR & media opportunities secondary
 The ‘story’ is key
Sponsorship

4. Who is Grayson Perry?
Personal
• Born in Chelmsford, Essex (24 March 1960)
• Married to Philippa Perry (born 1957)
• Daughter Florence (born 1992)
• Claire is his female alter-ego (born 5 November!)
Education
• Art Foundation Course at Braintree College
• BA in Fine Art, Portsmouth College of Art (1979-
82)
Awards
• Included in the Young Contemporaries at the ICA
in 1981
• Winner of the 2003 Turner Prize, first time it was
given to a ceramic artist
• CBE in the Queen’s Birthday Honours List,
awarded June 2013 for services to contemporary
art
Grayson Perry:Who AreYou?

5. Executive Summary
Coutts was the headline
sponsor of the Grayson
Perry: Who Are You?
display at the National
Portrait Gallery (NPG)
from October 2014 –
March 2015
 HIGHLIGHTS
Events
• StudioVisit: 11 September
• Guest Lecture: 4 February
• Curator led tours: 4 and 9 March
Brand
• Specially commissioned and designed slip
cover
• Obtaining permission to use the Grayson ident
Digital/Social media
• coutts.com homepage banner
• Coutts exclusive facebook piece of the week
This sponsorship
demonstrated a
continuation of our
history of championing
the creative industries
with a relevance to the
here and now,
ensuring we are uniquely
positioned to send a
strong and powerful
message to the creative
industries
 Marketing Forum for CEO and RMDs
 Education breakfasts at Strand and
Premier Place for staff
 Team and client group briefings
 Use of Reith lecture podcasts on
Coutts Connected
 Staff Art Competition
 Hard copies A5 leaflets for
distribution to clients and display in
client meeting rooms
 Garden Court talking boards
 Supporting internal communication
strategy
Staff engagement tools
Grayson Perry:Who AreYou?
22 Sept
Launch of
staff art
competition
22 July
Gallery
announcement
24 Oct
Display open
to the public
OPENING
9 Dec
Winter Reception
17 March
Planning
meeting
22 Oct
Episode 1
of documentary
30 Jan
Close of
staff art
competition
4 Feb
Lecture
11 March
Wrap Party
15 March
Display
closes
CLOSE

6. Coutts Objectives
Objectives Project support of objective Activity examples
Brand values
marrying traditional
values with a
contemporary
approach
The integration of the works throughout the Gallery offered the
opportunity to surprise and challenge preconceptions – to see
things in a new and different light.This display created positive
publicity/heightening our visibility in the creative industries space
whilst enhancing our image and shaping perceptions with our
alignment with the NPG and Grayson.
• Partnering with the NPG, a world renowned institution
primarily known for displaying traditional self portraiture of
established leaders and influencers
• Celebrating the values of the project and driving a connection
with those values to Coutts – Wrap Party
Promote innovation
supporting our
commitment to the
Arts and our support
of innovative,
pioneering talent
Whilst Perry may not appeal to all tastes we believed this project to
be as enlightening and entertaining as it was culturally relevant.
Coutts likes to break new ground in arts sponsorship and this
collaboration was a first for both the NPG and Grayson Perry.
This sponsorship was a continuation of our exhibition sponsorships,
where we evolve and innovate project -on-project, helping to
ensure that galleries and museums can continue to put on
exhibitions to showcase the British creative industries to a global
audience.
• Partnering with a Turner Prize winning artist
• Empowering our staff to ‘live’ our commitment to the Arts
through the creation of the Staff Art Competition
• By allowing NPG to invite competitors to the Wrap Party
Coutts supported their cultivation programme , an enlightened
decision
• Facilitating the collaborative nature of the sponsorship through
Coutts ideas;
- Grayson Perry Private StudioVisit
- Coutts bespoke Penguin gift
- Swan Films and NPG curatorial lunches
- How to Build an Art Collection with Louisa Buck
Fresh thinking and
experiences
create and access
We ‘created’ bespoke exclusive opportunities through the
partnerships we formed via the sponsorship as well as took
advantage of the ‘access’ that the contractual benefits offered in the
lead up to and throughout the display.
• Improve client and wider public perception of Coutts with a
thought out positioning statement and internal education
programme
• Fully implemented internal education strategy engaging 94
staff members face to face
• Deepening client relationships through the creation of a client
events with access to experts, entertaining 659 guests across
ten events
Grayson Perry:Who AreYou?

7. NPG Objectives and benefits
Grayson Perry:Who AreYou?
Objectives
• To create a strong working relationship with first-time NPG sponsors, Coutts
• To demonstrate ability to successfully present a world-class display and to show Coutts how teams, across Events, Curatorial,
Development and Directorate, would all work together to ensure that Coutts received excellent care and support
• To showcase the Gallery as an excellent venue for Coutts hospitality events.And demonstrate the flexibility of partnership with the
Gallery – how the mix of contemporary art and historical art within Collections opens up good sponsorship opportunities
• To increase awareness of the Gallery amongst Coutts staff and clients, and to make them feel welcome when they visited
Benefits
• Sponsorship fee plus additional venue hire costs - as the gallery is a charity, this directly supports the running of the Gallery, which in
turn is of great public benefit
• Having the established and well respected brand of Coutts as partner added to the gravitas and profile of this project
• Coutts held many events at the Gallery and also shared the project widely with their staff.This means that the sponsorship helped to
raise the Gallery’s profile amongst Coutts clients as well as amongst staff, thus increasing our visitor figures.
• The Gallery’s business strategy is to secure as many high profile corporate supporters as possible for its work, so Coutts’s support
for this project helped to meet this aim
The level of commitment and planning from both Coutts and NPG meant that the delivery of the partnership was
exemplary .The partnership brought great benefits to both parties, as well as ensuring that thousands of people
enjoyed a world class display.

8. Create
StudioVisit with Grayson Perry – September
Just a brief note to thank you for a terrific,and special, evening.
It was a privilege to be there.
Client of Mark Humphrey, Sports & Entertainment
Guest lecture with Grayson Perry – February
Thank you for your welcome last night. It was a marvellous
lecture. Grayson was on fine form, and his talk was hilarious
and at the same time, deeply serious, missing no relevant and
useful strategies for philanthropy. Congratulations on
creating this forum for a very important discussion.
Guest of Coutts Institute
How to build an Art Collection – March
Welcome reception with an Art Tour of the pieces in situ
at theVictoria Miro Gallery followed by a seated dinner
with informal and interactive discussion with Louisa Buck, a
British art critic and contemporary art correspondent for
The Art Newspaper.
Access to unique opportunities
Private view breakfasts – October and November
It was a lovely event and Grayson's work was, quite simply, stunning. It was far
more diverse and emotional than I was expecting and all in such a wonderful
setting. Quite honestly, I had not expected to be anything like as
captivated by the display as I was.An inspired sponsorship.
Gerald Bailey
Many thanks for inviting Diana and I to the Grayson Perry event at the National
Portrait Gallery. We both enjoyed it tremendously, particularly as we had seen
the television programmes which accompanied it. These sort of events are
easy to miss unless you have the specific invitation so the Coutts
breakfast was an excellent opportunity for us to see something that we were
really interested in.
Client of Sean Knights, Entrepreneurs
An evening with Grayson Perry – November
Clients and prospects loved it....we managed to tease out people who rarely
come to a bank event and the feedback was terrific - a very special evening and
the essence of what the Coutts UHNW club is all about. People were
delighted at Coutts' enthusiasm on the unexpected partnership with
Grayson and to have the gallery to ourselves with him was a real treat.Thank
you again.
Camilla Stowell
Coutts activation
Grayson Perry:Who AreYou?

9. Staff engagement
Coutts Connected
Use of internal comms platform to showcase the sponsorship.
Summer education breakfasts
Throughout the summer in 2014 staff were invited to breakfast at 440 Strand and Premier Place to hear more about the sponsorship and how they
could leverage the assets, how it could add value to their role and our plans to work with Grayson and the NPG.
Staff FAQs
A set of FAQs for staff were published on the intranet to coincide with the press view.
Screening of Loose Women
The display and accompanying Channel 4 documentary was discussed on LooseWomen. Marketing and Digital were invited to view the show from
12.30pm as an opportunity to hear more about the project direct from Grayson during the launch week.
Art competition
We were delighted to offer staff the chance to win a joint annual membership at the NPG and a limited edition set ofWho Are You? merchandise.
The theme of the art competition was inspired by Grayson's display.We asked staff to get creative by creating a piece of art onWhat does identity
mean to you?
The competition saw 19 entries from UK staff, comprising 17 individuals and two team entries.The entries were shortlisted to five finalists, and the
winner and 2x runners up chosen over the weekend of 7-8 February.
Coutts activation
Grayson Perry:Who AreYou?

10. Evaluation
Metrics
•Client and staff attendance at events
•Interest in art competition
•Coutts Connected likes/comments
•Testimonials
•Thorough evaluation process – Clients, Partners, Grayson Perry, Coutts
•NPG visitor statistics/website hits
•Social media activity
•Continual evaluation by all parties to ensure relevance of activity and adherence to
brand values and objectives
Grayson Perry:Who AreYou?

11. • All target audiences reached through relevant activity
• Consistent messaging powerfully conveyed Coutts’ evolution
• Unanimously positive feedback with this, the first Coutts event attended by some long-term clients/prospects
• Definite shift in nature of requests for sponsorships within Coutts
• The ProjectTeam ensured maximum impetus – a successful approach which is the blueprint for future partnerships
• The combination of Grayson Perry in attendance - as female alter -go, Claire – discussing his work within the NPG, and Coutts’
messaging drove a lasting statement of our ability to blend contemporary and traditional
• Engagement across all areas and levels of the business
• Likes and follows from partners through social media has resulted in long-standing endorsement
• Definite boost in staff morale and renewed sense of pride
• Demonstrable shift in staff perceptions
• Long term positioning of brand values - 99% of visitors to the branded exhibition rated it excellent/good, with 96% recommending it
• Continued relationship with partners – potential further collaborations with the NPG
• Anecdotally, staff tell us that this was our most powerful partnership – Grayson at the NPG is the benchmark and our activation, the
template for our future activity
In short, Grayson Perry:Who AreYou? revolutionised the way we work as an organisation,the way we feel and proved the
potential for a sponsorship to resonate with clients and with our people.
Evaluation
Grayson Perry:Who AreYou?