Tuesday 29 September

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Campaign pipeline

Every campaign in flight · scored, weighted, ranked.

live · 06:00 GMT·21 open · 6 closed last 12m

Weighted pipeline

£1.8m

47% conviction · £3.8m raw

Likely close · this Q

£0

Negotiation + late proposal

Win rate · TTM

67%

Avg cycle 47 days

Velocity

£177k/wk

Weighted, rolling

At risk

£1.8m

Past stage ageing threshold

Net new · this Q

£580k

+£420k vs prior Q

Stage flow

conversion · last 12m

Brief

5 deals

£580k

142d avg5 stale

65%

Concept

4 deals

£759k

137d avg4 stale

70%

Production

5 deals

£1.0m

135d avg5 stale

55%

Live

4 deals

£1.2m

136d avg4 stale

62%

Reporting

3 deals

£312k

134d avg3 stale

Campaign table · sorted by stage + weighted value

Table Board

Filter

21 rows

Company · contactStageValue · yrWeightedICPDaysCloseSignal

ICP rating

Campaign pipeline shape · by fit, not by count.

By £ value

Strong fit · 75+
11 · £2.6m · 52%
Workable · 55–74
10 · £1.2m · 48%
Weak · <55
0 · £0 · 0%

The shape we want: more green by £ value than count. Each red deal needs an explicit “why are we still on this” in the weekly review.

Highest ICP fit · open

92 · green

Solace Beauty →

Brand identity · £320k/yr · Sophie

Strategic fit · Strong
Founder-led premium beauty — Shine sweet spot.
Brief clarity · Strong
SS27 launch + visual system extension. Tight brief.
Commercial value · Strong
£320k anchor, multi-quarter follow-on likely.
Studio capacity · Fit
Production slot reserved through August.
Creative ambition · Strong
Founder wants Pentagram-grade — buys our register.

Won / lost · 12 months

Competitor attribution and loss-reason pattern.

Monthly · wins vs losses

27 won £3.5m · 7 lost £1.1m

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Competitor attribution

Pentagram
Reputation pull on flagship brand work
0W / 2L
Mother
Campaign craft + cultural register
1W / 1L
Anomaly
We win on founder-voice integration
2W / 0L
In-housed
Cost · board pressure to bring brand work inside
0W / 3L
Other / not stated
Mixed · relationship + timing
0W / 2L

Loss reasons

Reputation / brand pull
28%
In-housed
22%
Pricing
14%
Timing
12%
Brief mismatch
10%
Not stated
14%