What teams said after the pack was on the table.

Fiona made us print last-click and the assisted map on one spread for the July planning meeting. Our commercial director still prefers the left-hand table, but he stopped treating paid social as a hobby. The pack was late by two days because our CRM extract had overwritten sources — that delay was on us, and they said so without theatre.

The channel mix workshop was uncomfortable in the last hour, which is what we paid for. We left with three campaigns we will not defend on last-click alone, and a photograph of a board that our trustee actually asked to keep.

I asked for a reconciliation because finance and the agency pack were £18k apart on a single quarter. Callum’s mismatch log was mostly timezone and a management fee sitting outside media — dull, and exactly the dull we needed. I would have liked a shorter call; an hour was longer than our diary wanted.

Monthly packs arrived on paper to the Dundee office, which sounded precious until the chair started turning pages in order. The covering notes refuse to claim lift we cannot see. That refusal has become part of how we speak in the stand-up.

We commissioned an attribution review expecting a fight about models. What we got was a campaign dictionary we should have written ourselves, and a wall map that made branded search impossible to hide inside ‘performance’.