Mindshare's North Asia CEO Andrew Meaden will take on an expanded role as regional director of GroupM Asia Pacific with immediate effect.
Meaden, a former Mindshare China CEO, was promoted to North Asia CEO in July 2008.
In this new role, he will be focussed on managing GroupM's trading scale across the region.
"Trading is our most primary and important service to the hundreds of clients we serve and typically the entry point of all of our client relationships," Meaden said.
"We have had leadership across Asia Pacific in trading scale for many years, but it's critical that we keep extracting more value for our clients from this position to stay ahead.
He said trading had taken on a more important role in today's competitive market.
"Trading is also rapidly changing with more and more interest in content and digital and I will be helping to leverage our scale to drive forward these new areas for our client's advantage too," he added.
"We have already had great success for clients in several markets with content projects, but need to develop this as a more mainstream offering that all of our clients can easily access.
"With digital, we need to ensure we apply the same science and rigour as we do with more traditional channels to ensure client value, allowing its current rapid growth to continue."
Meaden has been at the business end of trading with Mindshare for more than 10 years.