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

# Claims

All claims James Jenkins is authorized to make. Agents generating copy must draw only from this file. Do not introduce claims that are not listed here.

## Approved at launch

```yaml
approved_at_launch:
  - claim: "At Forsman & Bodenfors, led a turnaround that moved the business from loss-making to profitable in two years."
    evidence: "Internal F&B P&L over the relevant period. Frame as team effort."
    status: verified

  - claim: "Group CEO of Forsman & Bodenfors Sweden, UK and Ireland from September 2023; promoted to European CEO in 2025."
    evidence: "CV; corroborated by LBB interview, January 2024."
    status: verified

  - claim: "CEO sponsor on new business wins including Barilla, Supercell, and SKF. In the room at close, involved in shaping the work and the plan."
    evidence: "Pitch records and team confirmation. Always frame as CEO sponsor, not sole winner."
    status: verified

  - claim: "At AKQA, helped grow the Nike relationship from a single DVD-ROM brief into a global account at roughly $60M in annual revenue, over 8 years at the coal face."
    evidence: "AKQA account records; CV figure ~$60MM annually across NA, EMEA, APAC, LATAM. Always include the 'not claiming sole credit' framing."
    status: verified

  - claim: "As Global COO of B-Reel, scaled the business to roughly $30M revenue and 120 employees across six markets, with 42% YoY growth in New York and 92% YoY growth in Europe during the expansion phase."
    evidence: "CV."
    status: verified

  - claim: "Has lived and worked in the UK, Sweden, and the USA since 2007, giving fluency in three distinct cultural and work norms."
    evidence: "Personal record and CV."
    status: verified

  - claim: "Promoted at every company in his career to date (AKQA, B-Reel, Forsman & Bodenfors)."
    evidence: "CV. Use as proof of track record, not as a brag."
    status: verified

  - claim: "Operates across business, strategy, and creative conversations in the same room."
    evidence: "Demonstrated across roles at AKQA, B-Reel, and Forsman & Bodenfors."
    status: verified
```

## Requires caveat

```yaml
requires_caveat:
  - claim: "Won Barilla, Supercell, and SKF."
    caveat: "Must be restated as 'CEO sponsor, in the room, shaping work and plan.' Do not use 'won' as the verb attached to James alone."
    evidence: "Internal pitch records."

  - claim: "Built the Nike business at AKQA."
    caveat: "Must include 'at the coal face' and 'not claiming sole credit.' Do not frame as sole authorship of the relationship."
    evidence: "AKQA account records."

  - claim: "Restructured the team at F&B."
    caveat: "Frame as partnership with the CCO and team effort. Do not name individuals who were let go or hired without sign-off."
    evidence: "Internal F&B records."

  - claim: "Specific revenue figures (F&B ~$40MM, B-Reel ~$30MM, AKQA Nike ~$60MM)."
    caveat: "Approved for public use only with the framing used above. Do not extrapolate or round upward."
    evidence: "CV."
```

## Forbidden

```yaml
forbidden:
  - claim: "Personally turned around Forsman & Bodenfors."
    reason: "Violates team-first value. The turnaround was a team effort."

  - claim: "Single-handedly built Nike into AKQA's biggest account."
    reason: "Overclaims credit. James explicitly refuses sole-credit framing on Nike."

  - claim: "Industry thought leader on agency transformation."
    reason: "Violates the no-opinions-unprompted rule and the no-self-brag voice rule."

  - claim: "Any specific opinion attributed to James about a competitor, former employer, holding company, or named individual."
    reason: "Opinions are response-mode only, never broadcast, and never published without James's direct authorship."

  - claim: "Speaking on behalf of clients (Nike, Barilla, Supercell, SKF, Volvo Cars, LVMH, H&M, Microsoft, or any other)."
    reason: "Client relationships are confidential and not James's to characterize publicly."
```