Friday 5 June
Campaign pipeline
Every campaign in flight · scored, weighted, ranked.
Weighted pipeline
£1.8m
47% conviction · £3.8m raw
Likely close · this Q
£626k
Negotiation + late proposal
Win rate · TTM
67%
Avg cycle 47 days
Velocity
£177k/wk
Weighted, rolling
At risk
£1.3m
Past stage ageing threshold
Net new · this Q
£580k
+£420k vs prior Q
Stage flow
conversion · last 12m
Brief
5 deals
£580k
65%
Concept
4 deals
£759k
70%
Production
5 deals
£1.0m
55%
Live
4 deals
£1.2m
62%
Reporting
3 deals
£312k
Filter
21 rows
Auden Pharmacy
Otis Reade · Performance media · Felix
Reporting£180k
£153k
8414d
8d over
Re-engage · 14dHalt & Catch Coffee
Wren Halliday · Founder voice · Iris
Reporting£78k
£66k
8113d
4d over
Re-engage · 13dVerdant Tea
Roxane Mae · Founder voice · Iris
Reporting£54k
£46k
7228d
5d over
Stalled · 28d no touchFrieze Industries
Ines Werner · Paid campaign · Sophie
Live£410k
£287k
7917d
7d over
Re-engage · 17dSolace Beauty
Esther Bloom · Brand identity · Sophie
Live£320k
£224k
9210d
3d over
High conviction · ICP strongBramble House
Hugo Vaughn-Lee · Paid campaign · Naomi
Live£245k
£172k
7526d
in 2d
Stalled · 26d no touchEcho Sound
Kit Marlowe · Paid campaign · Felix
Live£178k
£125k
7427d
2d over
Stalled · 27d no touchLyric Hotels
Anouk Verlaine · Brand identity · Sophie
Production£360k
£162k
8724d
in 29d
Re-engage · 24dTrove & Bell
Susannah Kestrel · Brand identity · Sophie
Production£215k
£97k
8230d
in 24d
Stalled · 30d no touchTideline Apparel
Marin Ash · Paid campaign · Felix
Production£195k
£88k
7118d
in 19d
—Marlowe Press
Felicity Carstairs · Content series · Iris
Production£145k
£65k
7810d
in 4d
—Drift Coffee
Mira Cole · Performance media · Naomi
Production£96k
£43k
6215d
in 14d
—Field & Foundry
Cormac Whyte · Brand identity · Sophie
Concept£280k
£70k
8811d
in 6d
High conviction · ICP strongNumen Skincare
Lila Ó Donnell · Brand identity · Iris
Concept£220k
£55k
7619d
—
Re-engage · 19dCobalt Foundry
Nile Brockwell · Brand identity · Sophie
Concept£195k
£49k
8029d
—
Stalled · 29d no touchPelham Bookshop
Vera Pelham · Content series · Iris
Concept£64k
£16k
7025d
—
Stalled · 25d no touchHatchet & Bear
Sutton Halloran · Brand identity · Naomi
Brief£165k
£17k
7321d
—
Stalled · 21d no touchSaltrose Spirits
Casper Lavalle · Paid campaign · Felix
Brief£130k
£13k
6423d
—
Stalled · 23d no touchPine & Pilot
Jude Eastman · Paid campaign · Naomi
Brief£105k
£11k
6032d
—
Stalled · 32d no touchAtelier Vinta
Bea Russell · Content series · Iris
Brief£92k
£9k
6822d
—
Stalled · 22d no touchAurora Wellness
Theia Marchant · Content series · Felix
Brief£88k
£9k
6631d
—
Stalled · 31d no touch
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 · greenSolace 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%