David Kolbusz Joins Lighting Orchard As It Rebrands

Former Droga5 London chief creative officer David Kolbusz has taken on a new role as creative leader of U.S. independent agency Lightning Orchard, rebranding as Orchard. Orchard aims to produce "ideas that take seed in people's minds, grow and flower in their hearts—work that endures," Kolbusz tells Adweek, "The backbone of great advertising is work that sells and entertains. We want the work we make to be as culturally relevant as advertising once was. Everyone hates advertising until they love it—and then they hate themselves for loving it. We want consumers to hate themselves for loving our work."

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