Scope creep
Scope creep is the gradual expansion of what an agency delivers without a matching change in fee. It is rarely one decision; it is a sequence of small accommodations, each reasonable on its own, that together move an account below its margin floor.
It is hardest to see in the accounts with the best relationships, because the accommodations are made willingly and never escalate to anyone who tracks margin.
The practical defense is a quarterly margin check per account rather than a stricter contract. Contracts do not stop scope creep; noticing it within ninety days does.
How Hydra uses it
Hydra re-scopes before re-pricing, because a client who has absorbed eighteen months of creep will usually accept a smaller scope at the same fee.