In order to expand its reach, Billy Farrell Agency has appointed Dan Otero as chief executive officer.

The appointment marks the first time that the company has had a ceo since it launched five years earlier. Founded by Billy Farrell, Neil Rasmus, Joe Schildhorn and David X. Prutting, BFA has operated under its four founders without a ceo or president.

Otero’s appointment to ceo marks a period of expansion for the digital photography agency, which will add five new employees to its six-person New York-based staff this year, the agency said.

Otero comes to BFA as a founding partner of Launch Collective, a New York-based business-management firm that provides strategic and operational support to fashion and lifestyle companies. Prior to that, Otero was a founding partner of a distribution and licensing company in Latin America that introduced consumer brands to the market.

Aside from building BFA’s New York team, Otero told WWD that he’ll help build out its Los Angeles office, as well as broaden its reach in Europe and, eventually, in Asia.

“The thing that BFA prides itself on is not only a high level of content but also a 360-level approach,” Otero said. “We have a high-level of service. As a boutique agency, competitors — someone like a Getty — does specific work well. What we focus on is a level of quality.”

He pointed to luxury clients  as an example, and said that the firm is “in discussion” to change rates for its services, which could include offering more services, such as look books.

“We really like him because he has a calm demeanor and he understands how to listen and to crystallize everyone’s idea and how to execute,” Farrell said of Otero. “He’s a very methodical person.”

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