Rosch and Hobbs Leave Lowe

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Executive creative directors Peter Rosch and John Hobbs have left Lowe/New York to become a directing duo. "We really just thought it was a more interesting opportunity," says Hobbs. "It had nothing to do with anything at Lowe. All of a sudden there was this opportunity to transition out of advertising to something we've always been intrigued by." Hobbs says he and Rosch considered the same move from their previous agency, BBH/New York. "We tried doing this before, we had this opportunity to do it before, and for many reasons we didn't do it then." ECD Fernanda Romano, hired nearly a year ago, at the same time as Rosch and Hobbs, will stay on at the agency. Hobbs says the duo's main focus for now is to build a reel. "We have a couple projects with Furlined. We're going to be shooting in September for those. We're writing treatments for one or two possible things that aren't set in stone."
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