LOS ANGELES — Former Forbes editor Bruce Upbin has joined Archetype as EVP and head of content.

Upbin arrives at Archetype after almost four years as VP of policy and communications at Zest AI. Previously, he spent more than two decades with Forbes, including seven and a half years as managing editor.

At Archetype, Upbin will work across the client portfolio, bringing together writers, editors, visual artists and producers to create campaigns for the firm's roster of technology clients.

“There’s a void of information about people doing important work in so many fields — stories that inspire our curiosity and remind us why we’re still passionate about markets, technology, and human ambition,” said Bruce. “Companies already have the experts and the drive. They just need a creative partner to share their story in a way that’s useful, layered, and engaging, and excites the minds of audiences everywhere.”

Upbin's appointment is one of a series of recent content and marketing-focused hires at Archetype, including Laura Kopp as SVP of integrated marketing; Mike Peterson as design director; and Eve Lenson as digital designer.