Tournes will take the new role of group trading director at IPC, overseeing its trading with agencies across all of its divisions.
Tournes' appointment is IPC's latest move to strengthen its ad sales operations.
In January, it promoted Caroline McDevitt, the director of group advertising, to the new role of managing director of IPC Advertising.
Tournes, who will join IPC on 26 June, has been Starcom Mediavest's press director for three years, having rejoined the agency from MediaCom.
He said: "I'm coming in from the outside to bring a new perspective. IPC is the UK's largest magazine publisher and it's not often an offer like this comes along."