Fulford joins the digital media agency from Tullo Marshall Warren, where he was the group planning and intelligence director.
His appointment follows a strategic review of the agency by the chief executive, Stephen Rust, and the managing director, Mark Creighton, which identified building a planning team and consumer insight offering as priorities.
Fulford will focus on building the presence of consumer insight across all of i-level's activity and on increasing the effectiveness of its campaigns.
He joins as i-level gears up for the defence of its COI online buying business as part of a joint venture with Starcom MediaVest Group.
Rust said: "We need to become a much more planning-led agency because there has been a shift that has seen the consumer placed at the centre of everything. Adam has been brought in to supply this planning rigour, insight and strategy."