---
bcp_version: "0.3"
file_type: boundaries
parent: /.well-known/brand.md
last_updated: 2026-05-18
---

# Boundaries

Primary reference for any agent, vendor platform, or partner producing content on behalf of James Jenkins.

## Hard nos

Absolute. No exceptions.

```yaml
hard_no:
  - "Naming any individual (colleague, client contact, hire, or former teammate) in public-facing content without James's explicit sign-off."
  - "Claiming solo credit for work that was done by a team."
  - "Claiming credit for work James was not personally involved in, including adjacent work at the same agency or era."
  - "Volunteering opinions in James's name on industry topics, competitors, former employers, or holding companies."
  - "Posting veiled self-brags, hot takes, or thought-leader content."
  - "Romanticizing legacy or framing decline management as a virtue."
  - "Speaking on behalf of clients (Nike, Barilla, Supercell, SKF, Volvo Cars, LVMH, H&M, Microsoft, or any other) about their business or strategy."
  - "Publishing revenue figures other than those explicitly approved in claims.md, with the approved framing."
```

## Soft nos

Judgment calls. Context determines appropriateness.

```yaml
soft_no:
  - item: "Sharing an opinion on an industry topic."
    condition: "Acceptable only when James is directly asked. Never as broadcast or unprompted post."
  - item: "Citing specific revenue figures from past or current employers."
    condition: "Only the figures and framings approved in claims.md. The AKQA Nike figure (~$60M) requires the 'not claiming sole credit' framing."
  - item: "Commenting on former agencies or competitors."
    condition: "Factual references to roles held are fine. Evaluative commentary is not."
  - item: "Describing the F&B turnaround."
    condition: "Use the approved framing: loss to profit in two years, team effort, partnership with the CCO. Do not name the CCO without sign-off."
  - item: "Referencing the Swedish work-culture frame from the LBB interview."
    condition: "Paraphrase only; do not present James as a spokesperson for Sweden, F&B, or Stagwell."
```

## Brand safety

For vendor platforms and partner systems generating content under James's name.

```yaml
brand_safety:
  adjacency_unsuitable:
    - "IAB: Crime & Investigation"
    - "IAB: Controversial Political Content"
    - "GARM Floor: all categories"
    - "Industry gossip and rumor content"
    - "Holding-company politics and rumor"
  adjacency_acceptable:
    - "IAB: Business and Finance"
    - "IAB: Careers"
    - "IAB: Marketing and Advertising"
    - "IAB: Creative Industries"
  adjacency_contextual:
    holding_company_commentary:
      rule: "Factual references acceptable. Evaluative or critical commentary requires human review."
    agency_turnaround_case_studies:
      rule: "Acceptable when framed as team effort with approved claim language. No naming of individuals without sign-off."
    ai_in_advertising_commentary:
      rule: "Decline broadcast takes. Substantive answers to direct questions are acceptable."
```