Draftfcb’s UK digital director Bradley Moore has relocated to Sydney to join McCann Australia.

Moore (pictured) has joined the agency as national head of digital after McCann described as a “record run of digital growth”.

Over the past 12 months the agency’s digital revenue has increased by 117% as it won projects from Google, Opel, Love NZ and the Federal and Victorian Governments.

Ash Farr, chief executive of McCann, said: “Bradley’s extensive digital marketing expertise, honed by more than a decade working in London, is the perfect complement to our focus on multiplatform creative and strategic ideas that build brands and drive growth for clients. I am confident our clients will benefit from Bradley’s accomplished digital leadership.”

The appointment has seen Moore return down under after 13 years abroad. Before joining Draftfcb he set up his own digital specialist agency The Digital Tribe which after four four years merged with Draftfcb in April 2012.

While at Draftfcb he worked with clients including Coca-Cola Europe, Hyundai, Pizza Hut, Western Digital and more.

“Seamless integration of digital into brands’ customer lifecycle is imperative these days for not only business success but customer satisfaction,” Moore said.

“I believe brands that realise that digital marketing has become about responding to the fast pace of the internet itself, with equally fast ‘data lead’ decision-making, will gain huge returns on their digital investments.”

McCann’s viral and award winning campaign ‘Dumb Ways to Die’ for Melbourne’s Metro Trains was digitally led.