With its ECD team seemingly in check, Minneapolis’s own Carmichael Lynch is now focusing on the production side by first making a “slight adjustment” in its department structure, that being basically changing digital production to interactive production and broadcast production to content production.

With the name change (that was the basically the gist of the adjustment, right?) comes the hiring of Peter Albrycht, who is joining CL as director of the interactive division and is also tasked with helping build out the agency’s in-house DigiLab studio. Albrycht arrives from Goodby, where he spent five years as executive interactive producer and worked on Got Milk?, Hyundai and Haagen-Dazs while also helping lead the agency’s Chevy account and overseeing its Detroit/SF interactive production teams.