Digital agency Frequency540 (FQ540) has hired industry vet Larry Byrne to lead production. Byrne will report to CEO Andrew Swinand and team closely with Suzanne Michaels, who runs the creative department.

Byrne will lead content production for all of Frequency540’s clients, which include U.S. Cellular, Lincoln Park Zoo and SunPower. His focus: scaling the agency’s content personalization practice, which uses data to inform one-of-a-kind experiences for unique audiences.

Byrne has led global and integrated production teams for many brands, including SC Johnson, Dove, BP, Miller Brewing and Sears, overseeing initiatives in digital, film, social, print and radio.

Byrne said his role is a chance to shape the future of creative content. “Technology has made it possible to tailor unique messages for individuals, but it’s meaningless if it’s not personal. Frequency540 gets this.”

Before joining FQ540, Byrne was chief production officer for Ogilvy’s Chicago office, where he led content production across all media. He also oversaw Eyepatch, Ogilvy’s in-house production facility, growing its size and reputation with work for Kimberly Clark and the Chicago Blackhawks.