Starcom managing partner Amice Lock has been appointed as Starcom Mediavest Group’s branded content division Liquid Thread's managing director.
Lock will report to Starcom CEO Stewart Easterbrook in the newly created role from 14 May after the division was established within the UK last year to create brand inspired experiences.
She will be handed the task of developing a practice with a model that can be replicated across the EMEA region.
The division’s client list includes Revlon, Tetley, Honda and Hovis.
Easterbrook commented: “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.”