Practice
When we will say no.
Declining work is part of running a desk. Here is the list, so you do not waste a brief.
We decline brand films, office murals, and “we just need awareness”. We decline unverified tracking, list-buying, and landing pages whose only idea is a fake clock. We decline coverage maps you cannot fulfil.
We decline work we cannot look in the eye next to a Companies House filing. If the offer needs a lie to convert, it is not this desk.
That list is not moral theatre. It is how we keep the remaining retainers measurable. If you are in it, you will get a short no rather than a long maybe.