Roberts, who was one of the first employees at BBH Media and rose through the company in its various iterations to become the client managing director at Starcom Media-Vest, joins from his own communications agency Village Green.
In the newly created role, Roberts will be responsible for managing the relationship between Mindshare's buying teams and those at Group M. He will also be responsible for extending Mindshare's offering to clients.
Roberts left Starcom MediaVest in January 2007 after a restructure initiated by its former chief executive Linda Smith. He had managed Starcom MediaVest's relationship with its biggest client, Procter & Gamble.
Later that year, he launched Village Green with Adam Bishop, the director of Starcom's content division, Starcom +, and Jane Kesley, the head of Emap Advertising's cross-media division.
Roberts said that while he liked having his own business, he was attracted by the scope of the role. He is relinquishing his stake in Village Green.