Payne is a former chairman of the Institute of Direct Marketing and founder of Payne Stracey, now part of Tequila.
He has also worked at Wunderman Cato Johnson, Ogilvy & Mather, French Gold Abbott and Bozell in the US and on the client side at Heinz, Bovril and United Biscuits.
The appointment of such a high-profile name to the post is designed to help the IPA demonstrate to the direct marketing industry that it is taking the sector very seriously.
"I have always regarded the IPA as the foremost authority representing marketing communications agencies. But now, with a growing constituency of direct marketing practitioners, the IPA is intent on developing the resources to represent all their interests," Payne said.
So far, the IPA has only a handful of below-the-line agencies on its member database because many traditional DM agencies fail to see the benefits of joining.
However, Stuart Archibald, managing partner of integrated agency Archibald Ingall Stretton, a member of both the IPA and the DMA, believes the IPA's experience with above-the-line agencies means it is very agency-focused.
According to Archibald: "The IPA focuses very much on our interests as an integrated agency. It provides knowledge and trends information like the Bellwether report, best practice and effectiveness of advertising, which is now broadening out into DM as well as integrated media."
He added: "We see the DMA's strength in lobbying, but it seems they are stronger at representing advertisers."
Other below-the-line agencies that are members of the IPA include 23red, ARC, Clark McKay Walpole, Hicklin Slade & Partners, OgilvyOne, Target Direct and WWAV Rapp Collins.
WWAV chairman and group chief executive Chris Gordon echoed Archibald's comments. "The DMA is focused on the practice and profession of direct marketing as it represents advertisers and other suppliers. It is not as good at fulfilling agency representation needs because it fulfills a different role," he said.
The IPA looked at bringing the direct marketing industry closer to the wider marketing and advertising industry last year, when it considered launching a super-trade body along with the PRCA and the MCCA. However, it failed to secure the support of the DMA and later abandoned the attempt.
The IPA has already teamed up with the IDM to offer direct marketing training to IPA members, over half of which claim to be involved in direct marketing in some way.
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