Outdoor company Trinity Media Worldwide has appointed Mindshare’s Simon Bailey as chief operations officer for APAC.

Bailey, formerly partner, client leadership, at Mindshare Vietnam, will be responsible for driving new business expansion across the region. Trinity Media already operates in Indonesia, India, Malaysia, Singapore and Vietnam.

During his three years at Mindshare, Bailey was responsible for managing clients including Ford, HSBC, Kimberly Clark and GlaxoSmithKline. Prior joining Mindshare, he worked at Starcom as part of the agency’s ASEAN regional strategy and planning team on the Procter & Gamble account.

Bailey will report to Trinity Media Worldwide CEO Adrian Daniels, who said: “As part of our ongoing development we need to have the best people. [Bailey] brings a lot of experience as we continue to develop with key brands and media agencies.”

Bailey added: “It is a privilege to be a part of an organisation which such huge potential across the APAC region. Trinity Media has an innovative approach to driving accountability and adaptability in the OOH sector and I look forward to implementing this dynamic approach across all markets.”