Annex A · Written
Creative, marketing and media
Agencies, brands, studios and publishers: the canary rather than the subject.
The standard · annexes
The core is the same everywhere, and the annexes show what it looks like in one sector’s P&L. One is written. The other five are open, and they are meant to look it.
The annex rules · agreed 22 Sep 2026
Three rules govern what an annex may contain and who writes the next one.
Two working notes that follow from them:
Which annex gets written next is decided by evidence, not appetite: the sector accumulating the most signals in the log. See the signals, tagged by sector →
Annex A · Written
Agencies, brands, studios and publishers: the canary rather than the subject.
Open
Hospital trusts, clinics, primary care, diagnostics.
Open
Law firms, in-house legal teams, courts and tribunals.
Open
Banks, insurers, asset managers, accountancy.
Open
Product and engineering teams, IT services.
Open
Schools, universities, training providers.
The structure is borrowed from the GHG Protocol: one universal core that nobody gets to rewrite for their own sector, and sector guidance on top of it. A universal standard with no worked sector is a manifesto; a universal standard with one deeply worked sector is a spec.
Annex A is creative, marketing and media because that is where AI landed first and hardest, and it is the sector the author can write about with authority. That makes it the first worked example, not the centre of the standard. The rest need people who work in them, and the race between them is visible: the signals log tags every entry by sector.
The list
Get new principles, revisions and the arguments that killed them, roughly once a month and never more often.