Gwilliam joins following an assignment at the Periodical Publishers Association, where he also worked as a consultant developing the magazine industry's e-commerce advertising strategy.
Before that, he was head of internet communications at Emap Advertising.
At the IPA, he is charged with working towards standardising data and systems throughout the marketing communications industry, and forming a file transfer standard.
Hamish Pringle, IPA director general, said: "We are looking to Nigel to increase further the profile of new media and e-commerce within the IPA and ensure its integration into all current IPA programmes."
Gwilliam will also work closely with the chairman of the new digital market group, Starcom Motive's John Owen.
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