In the new role Lawrence will be charged with working with airports, outdoor media owners and advertisers to ensure all three parties are making the most of the opportunities available to them.
Lawrence will work to ensure PSI clients are making the most of options outside of the traditional media offer, including both smartphones and tablets as well as offering new facilities for passengers travelling through the airport.
Most recently, Lawrence has worked as a consultant for a range of clients including airports, airlines, international rail operators and media owners to help them maximise their revenues from their advertising portfolio.
He was at JCDecaux and its predecessor Sky Sites for 13 years, during which time he helped launch Eurostar as an outdoor opportunity and introduce digital to BAA airports.
Liz Jones, managing director of PSI, said: "With the number of airports around the world expected to increase by over 100 in the next 10 years, and the transformation of consumer behaviour outside of the home, there is a need to drive a better understanding of the next generation of passenger engagement.
"There is clearly an appetite for deeper knowledge of what the future holds for our medium, and we are looking forward to working with all parties in a new collaborative way."