It's the 28th. Every account manager is exporting: GA4 into a sheet, Meta Ads Manager into screenshots, Google Ads into a pivot table nobody fully trusts. Then the deck. Paste charts into last month's template, rewrite the commentary, and hope the client asks about the numbers that went up.
New work arrives as a forwarded email thread and a 40-minute call recording. An account manager retypes it into the brief template, guesses at the audience and the mandatories, and creative asks the same questions again on Monday. Meanwhile the shared drive holds a file named final_v3_FINAL_approved and a client asking which version is live.
None of this shows up in a case study. All of it is done by people whose hours you bill for thinking.