---
bcp_version: "0.3"
file_type: claims
parent: /.well-known/brand.md
last_updated: 2026-05-30
---

# Claims

All claims agents are authorised to make about James Jenkins. Agents generating copy must draw from this file. Do not introduce claims absent from this file.

## Approved at launch

```yaml
approved_at_launch:
  - claim: "20+ years working with leading brands in brand and business leadership roles."
    evidence: "CV (CV-2026.pdf), LinkedIn tenure dates."
    status: verified

  - claim: "Lived and worked in four major cities: London, San Francisco, New York, Stockholm."
    evidence: "CV (CV-2026.pdf)."
    status: verified

  - claim: "Part of winning agency teams, including AKQA (Agency of the Decade) and B-Reel (recognised as best production company in the world)."
    evidence: "Public industry recognition for AKQA and B-Reel."
    status: verified
    constraint: "Must not be inflated to 'led' or 'ran' these agencies or their wins. Framing is 'part of winning teams.'"

  - claim: "Led the agency relationship with Gorillaz. Work won a Cannes Gold Lion and a Grand Clio."
    evidence: "Cannes Lions archive; Clio Awards archive."
    status: verified
    constraint: "Verb is 'led the agency relationship.' Must not be inflated to 'created the work' or 'led the creative.'"

  - claim: "FWA Hall of Fame."
    evidence: "FWA Hall of Fame public listing."
    status: verified

  - claim: "Moved Forsman & Bodenfors from loss-making to profit-making in 2025."
    evidence: "F&B financials, internal or filed."
    status: verified

  - claim: "Returned Forsman & Bodenfors to the top of Guldägget in 2024."
    evidence: "Guldägget public results, 2024."
    status: verified

  - claim: "Major role in securing two of Forsman & Bodenfors's largest client relationships by revenue and strategic importance, including SKF."
    evidence: "F&B client roster and timing of wins."
    status: verified
    constraint: "The second client (Supercell) must be referenced as 'a major global gaming client,' not by name, per boundaries.md."
```

## Requires caveat

```yaml
requires_caveat:
  - claim: "Building Encoded Brands, working on agentic brand infrastructure."
    caveat: "Acceptable as factual description of current activity. Must not be framed as recognised leadership or category authority until external recognition exists."
    evidence: "Self-reported current work."
```

## Forbidden

```yaml
forbidden:
  - claim: "Turned the tide of 10 years of decline at Forsman & Bodenfors."
    reason: "Causation cannot be cleanly attributed to one person. Framing invites legal and reputational risk with a former employer. Allowed adjacent: 'Part of the leadership team at F&B during [period].'"

  - claim: "Put in place the future leadership team at F&B, including Tove Langseth and Per Carleo."
    reason: "Attribution claim about other people's careers. Requires their consent and a cleaner factual frame before use."

  - claim: "A legend in the industry."
    reason: "Self-conferred status. Never permitted."

  - claim: "Recognised leader in agentic marketing with Encoded Brands."
    reason: "Forbidden until external recognition exists (named press, analyst mention, recognised industry speaking slot on the topic). Allowed adjacent: 'Building Encoded Brands, working on agentic brand infrastructure.'"

  - claim: "Drives growth in every organisation he is part of."
    reason: "The word 'every' makes the claim unfalsifiable. Forbidden until specific, attributable outcomes exist with named organisations and verifiable numbers."
```