In the newly created role Gibbons, who will continue to work part-time at Work Research, will be responsible for integrating behavioural economics into the Arena Media planning process.
Gibbons, who has previously worked for Arena as a consultant, will report to Sarah Heyworth, Arena's head of planning.
Heyworth said: "We think that behavioural economics has such genuine unlocked potential for our clients that it should be at the core of our planning and Justin's understanding of the discipline is second to none and will set us apart from other media agencies."
Gibbons said: "I have missed agency life and I am looking forward to being part of Arena as we take the lead in this important area".
Gibbons founded Work Research five years ago, with the aim of working with media owners to bring new and academic thinking to bear on their research challenges.
Prior to Work Research, Gibbons was director of strategic services at PHD where he developed the agency's neuroplanning system.
Gibbons' appointment comes two months after a management re-structure at Arena, which included
As part of the restructure, Dan Clays, previously Arena Quantum managing director, took the role of chief strategy and development officer.
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