My Media Week: Amice Lock

This week Amice Lock, managing director of Liquid Thread, Starcom MediaVest Group's branded content division, cheers on her son through 'Bugsy Malone', trains for a charity run, talks Olympics with Bauer and discovers raw chocolate.

Amice Lock: managing director of Liquid Thread, SMG's branded content group
Amice Lock: managing director of Liquid Thread, SMG's branded content group


With three under-fives, there’s no need for an alarm clock in our household.

The day gets off to an early and excited start as my four-year-old is attending a drama camp all week, culminating in a performance of 'Bugsy Malone' on Friday.

We watch YouTube clips of Jodie Foster and Scott Baio in action at breakfast and I head into the office on my bike.

I run through the week with my PA. Its packed full of internal meetings as I have been shaping our content proposition and need to make sure all the key internal stakeholders are on side and opportunities are pinned down.

Lunch is a salad from Planet Organic at my desk as I respond to emails. I discover raw chocolate...delicious.

Some really positive meetings in the afternoon which get my mind spinning. I run home from work as I am training for The Royal Parks half marathon which I am doing to raise funds for the Fred Foundation and I note down my "ramblings of a runner," as plenty of ideas get generated in those 45 mins.

Send out a shower of emails on my BlackBerry and change back into mum mode.

My husband is out. Mini Hoorah as that means I can indulge my guilty viewing pleasures. I thank the lord for Sky+ and settle in to an evening of 'Masterchef Australia' (bags more jeopardy) and 'Britain's Next Top Model'.


More singing at breakfast, as my son has been given the role of a boxer and is keen to watch 'So You Wanna Be a Boxer?' on loop. Predictably the lyrics sit in my head for the whole tube journey into work.

I meet Kit Hawkins and Al Maccuish from The Sunshine Company for breakfast at The Charlotte Street Hotel. They are working on some really interesting content projects which could be brilliant for a variety of our clients.

We bump into the usual crowd of luminaries and I realise how fantastically well connected Kit is.

I catch up with Tom Ireson from Global Group over lunch at Roka. Tom and I started off our media careers together at MBS Media and have a good giggle about days gone by.

Conversation inevitably falls on the shifts that both Global and Starcom MediaVest Group have made as companies in recent times and the changing landscape that puts content even more front and centre of human experiences.

Belly far too full to run home and I am playing corporate wife tonight which involves another meal out, this time with the major players at my husband’s company as they are over from New York for the Olympics (isn't everyone?).


You can see where this is headed...not just singing, but this morning we have dance moves too.

Bump into Sophie Fawcett, head of marketing and PR at Hobbs. We get the tube together and make plans for a Cava Tuesday to discuss the peaks and troughs of being a working Mum over a bottle of very average Cava.

Coffee at my favourite coffee spot, Lantana, with Nick Reed, a Hollywood fixer and general man about LA. We discuss projects and his recent sweep of award wins.

Back at the desk to plough through the deluge of emails and catch up with the team on the performance of our current advertiser-funded programmes and other live content projects.

Good news, so I run home with a spring in my step.


It's a full dress rehearsal at breakfast this morning, complete with boxing gloves and moustache. Shake myself out of Mum mode as I have a morning full of client meetings and I need to be on form as we have some big properties to sell in.

Flick through my husband's Economist on the tube and get plenty of useful titbits to feed into client conversations this morning.

Lunch at a great restaurant called Atelier in Soho with Steve Parkinson, managing director of Bauer and one of our clients.

Far too much good food (they even detail the calories in each course which is disconcerting) and plenty of lively conversation around the forthcoming Olympic events that Bauer is involved in.

Back to base to take some of the Bauer properties to the planning teams. One of the benefits of our close relationship is that we can work alongside clients and media partners to develop partnerships that leverage all available assets and platforms and embed the brand at the heart of the content.

Read Campaign and have a look online at Media Week to get a sense of what the competition are up to and which brands are doing interesting things in the content space. I continue to be impressed with the P&G 'Proud Sponsors of Mums' activity – very emotive and an interesting spin on the Olympic association.

Home to catch up on a good dose of Scandinavian crime drama. We are hooked on 'Those Who Kill', which was on ITV earlier in the year.

As I consider myself an adept multi-tasker I am horrified to realise that I can't do my Ocado shop whilst watching as I can’t see the subtitles and my Danish isn't up to much.

Forced to focus on the TV alone which makes me twitchy. Pick up my BlackBerry for comfort and to check in with the Liquid Thread team in North America before I go to bed.


I don’t work on Fridays, so it’s a day with the kids. We have a family outing to see the big performance and I manage to capture my son’s finest boxing moments on my BlackBerry as my husband was unable to attend.

Safe to say we haven’t bred a future star of stage and screen, but he, like me, is an enthusiastic dancer.

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