Moore Adds Digital Agency of Record Duties for Operation Smile

Moore has expanded its relationship with Operation Smile. The independent agency now serves as Agency of Record for digital, adding to its existing fundraising program work for the nonprofit.

The expansion was announced via Moore's LinkedIn page on July 28, 2026. No campaign name or budget figures were disclosed. The scope covers digital work specifically, distinct from the fundraising mandate Moore already held.

Operation Smile is a global medical charity focused on cleft lip and cleft palate treatment. Moore's prior work with the organization centered on fundraising program development. The new digital AOR designation extends the relationship into a second discipline.

Moore has not published details on creative direction, media spend, or timeline for the digital work. The agency's announcement did not reference a specific campaign name or name additional agency partners on the account.

The move adds Operation Smile to Moore's roster of nonprofit and cause-driven clients under an expanded scope. Moore's Operation Smile work now spans two disciplines: fundraising and digital, both housed with the same agency of record.

No holding company was named in connection with either the fundraising or digital assignments. Moore's LinkedIn post did not indicate whether the digital AOR role was awarded through a competitive review or assigned directly based on the existing relationship.

Operation Smile advertising and fundraising communications have historically run through multiple partners. This update consolidates at least two workstreams under Moore. Further details on creative output, media channels, or campaign timing have not been released as of this report.