Amice Lock takes leadership role at preeminent branded content practice

London—May 10th, 2012: Starcom MediaVest Group (SMG) today announces the appointment of Amice Lock to the newly created position of Managing Director of Liquid Thread, SMG’s dedicated branded content division. Lock, who is currently Managing Partner of Starcom, will report in to SMG CEO, Stewart Easterbrook and will transition into her new role from 14th May. The appointment is testament to the agency’s continued commitment to growing clients’ business by delivering innovative communications solutions that transform human behaviour through uplifting, meaningful human experiences.

With offices in key SMG markets globally, Liquid Thread was established in the UK last year to create brand inspired experiences that originate at the intersection of creative, media and technology. Liquid Thread has an impressive client list and partners with some of the world’s leading companies including Honda, Tetley, Revlon and Hovis. Lock will be tasked with securing Liquid Thread as the preeminent branded content organisation and developing a robust practice that can be used as a model for reapplication throughout the EMEA region.

Stewart Easterbrook comments: “Clients are demanding innovative total communications solutions and the role of branded content as part of a communications strategy is critical. Having a dedicated practice with proven success in creating experiences that combine branded entertainment, digital and social media to attract, engage and inspire targeted audiences is paramount in meeting our clients needs and future proofing our organisation.”

Amice joined SMG six years ago to work on the P&G business and was subsequently promoted to Planning Director before becoming Managing Partner at Starcom. Amice has been fundamental in driving innovative communications solutions for a number of client and heads up accounts including Pizza Hut, Bauer, Emirates, Flybe and Premier Foods. Prior to joining Starcom, Amice was Board Account Director at Brand Connection working on the Aviva business.

Commenting in her appointment, Lock says: “Liquid Thread has an enviable reputation for creating and executing groundbreaking campaigns for some of the world’s leading companies. We have a great team here with an unwavering passion and vision for combining all forms of content to develop and produce brand-inspired experiences that flow across touch points and screens. I’m thrilled to be joining them.’

About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. Our dream is to grow our clients' business by transforming human behavior through uplifting, meaningful human experiences. These brand 'experiences' are brought to life by distinct, strategic point-of-views—Truth and Design and Space for Ideas-- created and owned by SMG's two global agency brands: MediaVest and Starcom, respectively. Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group ( encompasses an integrated network of human experience strategists, investment specialists, content creators and digital experts.

Starcom MediaVest Group is part of Publicis Groupe (Euronext Paris: FR0000130577) the world’s third-largest communications group, the world’s second-largest media counsel and buying group, and a global leader in digital and healthcare communications. With around-the-world activities spanning more than 104 countries on five continents, the Groupe employs as many as 44,000 professionals. With sister agencies Starcom, ZenithOptimedia, Denuo, Digitas and Razorfish, MediaVest is a member of Publicis Groupe's VivaKi, a global digital knowledge and resource center that leverages the combined scale of the autonomous operations of its members to develop new services, new tools, and new partnerships.

Press Contacts:
Claire Ballard, VivaKi
(m) +44 7713 311 831