A Roundtable on the Evolving Role of Business Affairs in Creative Agencies
Fighting through chaos and trying to impose a bit of order. That’s how Charlotte Fisher, head of business affairs at Saatchi & Saatchi London, describes the daily reality of her role. But beneath the surface chaos lies a critical function that quietly safeguards agencies, balances creative ambition with legal necessity, and ensures that the wheels of advertising keep turning smoothly.
In a candid roundtable discussion sponsored by KEEP, Charlotte, alongside respective heads of department, Simon Sole of Havas London, and Maxine Thompson of AMV BBDO, unpacked the evolving demands of business affairs — a role that has never been more vital to the creative industries.
The Backbone of Creative Agencies
Business affairs may not always take centre stage, but it forms the backbone of every successful campaign. As Simon explains, “We manage a lot because we can see beyond an issue, not merely looking at things in isolation.” From safeguarding rights, to navigating complex production landscapes, the department is central to maintaining agency stability and compliance.
Yet, the demands have grown. “Speed, volume, and lack of money are the biggest changes over the years,” says Maxine. While business affairs once entered the picture only at critical junctures, their involvement now begins earlier than ever. “I get involved in clearing before it even hits production. We work on scrirpts and actual claims,” says Charlotte. Early involvement, she argues, is essential to mitigating risk in today’s fast-paced, multi-channel environment.
Complexity in the Digital Age
The proliferation of digital and Video on Demand (VOD) channels has amplified the complexity of deliverables. “It’s all about drilling down at the beginning of a job,” says Simon. “Being part of a bigger machine where others can help” is key to managing the expanding scope.
For Maxine, the challenge lies in ensuring that everything is covered and accounted for” in contracts. “There is no room for grey areas anymore,” she explains. This precision is particularly important when dealing with last-minute changes such as casting voiceovers. “Time is power at the end of the day,” she adds, honing in on the need for upfrontness and clarity.
The Role of Technology
The business affairs function has long operated the same way. But platforms like KEEP are transforming the way business affairs can operate. By automating contracting and payment processes, KEEP provides a level of transparency and efficiency that was previously unattainable. “Our platform allows internal teams, working hand in hand with external suppliers, to create hundreds of contracts in seconds,” notes Adam Sargent of KEEP. Fully GDPR-compliant and FCA-regulated, the tool removes agency liability, allowing business affairs teams to focus on strategic oversight rather than administrative minutiae.
Still, some challenges remain beyond automations. “At this level of experience, we’re often parachuted in to deal with urgent matters,” Simon explains. “You’ll have to put out fires on the spot,” a task that requires not just tools, but deep expertise.
Experience as the Ultimate Tool
It's a profession learned largely through immersion. “The people we have working for us tend to have been there for a long time, so they understand the ecosystems,” says Charlotte. ‘You learn by osmosis.”
This depth of knowledge is crucial in managing campaign rights and ensuring flexibility within contracts. “It’s wording that we have developed over many years,” Simon tells us. For Maxine, it’s about “educating people about why things are done a certain way and what happens when they aren’t. Business affairs aren’t there to be fun sponges. We are there to make sure the agency doesn’t get sued.”
As the way advertising works continues to evolve, the centrality of business affairs remains unshaken. “We are the essential knowledge base,” says Charlotte. Simon agrees, highlighting the importance of open communication when establishing the area. “As a business affairs person, you have to ensure you aren’t just a small voice, but part of the big table of the business.”
See, it isn’t just about preventing lawsuits or managing chaos. It’s about enabling creativity within the bounds of compliance and ensuring agencies can thrive in an increasingly complex industry. As Maxine puts it, “The business changes over time, but business affairs is always there. Central, and neutral.”
