Amy Holt

Amy Holt (Founder and Head of Legal)

Since Holt Baker’s launch in 2016, the legal practice has have had the pleasure of working with clients in varying sectors including digital media, fashion, data, pharmaceuticals, food and product design and delivery, publishing and robotics. Our work has been incredibly diverse and has included developing and delivering brand protection strategies, implementation of GDPR/DPA requirements, negotiating and formalising supply chains, preparing for business acquisition, advising on the risks/value of new product/services ideas, and so on. We also work with a number of clients to provide an outsourced in-house legal function, available remotely or on site, which can be flexed as the legal requirements of the business change. 

We have helped many clients to realise and exploit assets to drive the value of their business, whilst protecting against the most serious threats by mitigating potential risks. Ultimately, our role as lawyers is to help boards and business owners delivery their strategies successfully through commercial and pragmatic advice. 

Before co-founding Holt Baker, I trained at city law firm Hogan Lovells, qualifying into the commercial team where I advised clients including Mars, Nintendo and Bauer Publishing on various commercial agreements. A secondment to Save the Children UK to advise on (amongst other things) how to safeguard their brand was followed by a secondment to John Lewis and Waitrose, which later turned into a permanent position. Over the next 5 years, I advised the nation’s favourite retailers across a wide range of commercial areas, which included advising on the IP aspects of major marketing campaigns such as the famous Christmas ad, managing the global trade mark portfolio, negotiating key sponsorship and talent agreements (including the Olympic and Commonwealth Games sponsorship), drafting and negotiating customer and logistics agreements, and advising on the impact of the imminent GDPR. In the retail context, legal advice needed to be commercial, quickly delivered and decisive. 


The legal practice advises on a wide range of matters, including:


  • Creating and unlocking value for businesses by ensuring the correct contractual terms are in place and avoiding restrictive terms which might impede business’ goals/profitability.
  • Reviewing, drafting and negotiating a wide range of contracts including for digital content distribution and licensing, manufacturing, supply of goods and services, agency arrangements, complex licence agreements, customer facing T&Cs etc.

Intellectual Property (IP)

  • Developing strategies to realise and protect IP assets – what are your IP assets, how do you create value in those assets, and how do you reduce the risk of being copied?
  • Exploiting IP rights –negotiating robust licence and assignment agreements.

Data Protection

  • Advising on the impact of GDPR / DPA; including supporting businesses in navigating compliance requirements, mitigating data breach risk, and allocating risk in third party contracts.
  • Drafting customer facing privacy policies and collection notices for websites, apps etc.

Brand protection

  • Sponsorship, endorsement and talent agreements – extracting the most value from brand-related relationships.
  • Advertising / marketing advice to support campaigns and product launches – minimising regulatory and reputational risk.

Legal services to be provided by A Holt Limited, authorised and regulated by the Solicitors Regulation Authority, registration number 633334. Finance and accounting services are provided by J E Baker Limited and regulated by the ACCA (which is regulated by the IFAC)

© Holt Baker 2022