He will also oversee the agency’s planning offering, with Clare Hutchinson, WCRS’s current head of planning, reporting to him.
Moore was recently the interim marketing director at Sara Lee Household and Bodycare UK. Before that, he had spent 18 years at Unilever, working out of the company’s London, Chicago and São Paulo offices.
Moore became Unilever’s global brand vice-president in 2005, and was responsible for the creation of Dove’s "Campaign for real beauty".
Moore said: "I am passionate about building great brands and am excited to be taking on a role where I can do that from an agency perspective for the first time."