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Planet Propaganda Taps Dan Monarko to Build AI-Focused Media Practice
Creative agency Planet Propaganda has appointed Dan Monarko as Chief Media & Growth Officer, tasking him with developing a media practice designed specifically for today’s AI-driven marketplace.
Monarko brings substantial industry experience to the role, having most recently served as SVP of media and growth at BarkleyOKRP. His brand portfolio includes work with Premier Protein, Dole, McCain Foods, Motel 6, and NatureSweet. Notably, he led media strategy for the National Pork Board’s first major campaign since their iconic “The Other White Meat” initiative.
His career path also includes serving as vice president and head of channel strategy at Smith Brothers Agency, CEO at Cosmitto, and vice president at digital agency Flying Cork, building a diverse background across multiple marketing disciplines.
“Most agencies claim their creative drives results. Planet has the receipts,” Monarko said in a statement. “‘Freaky Fast’ didn’t just sell sandwiches — it became the operational DNA of an entire franchise system. ‘A Sub Above’ turned Jersey Mike’s into America’s fastest-growing food chain. Duluth Trading went from a workwear catalog to a $600 million retailer. When creative does that kind of work, media isn’t a line item, it’s a multiplier.”
Monarko’s appointment comes at a pivotal time for advertising agencies, as artificial intelligence continues to transform how media planning and buying operate. The new Chief Media & Growth Officer noted that AI has “compressed timelines, automated a lot of the mechanical work and exposed how much of the process was built around structure instead of outcomes.”
This technological shift is forcing agencies to rethink their approach to media. According to Monarko, what emerges next will be “a fundamentally different system, informed by live performance” rather than traditional planning models that often relied on historical data and slower feedback cycles.
Despite the automation AI brings, Monarko emphasized that human expertise remains essential. “AI doesn’t get rid of media expertise,” he stated. “The value now is in understanding the system as a whole.” This suggests Planet Propaganda’s new media practice will focus on strategic oversight and systemic thinking rather than the tactical execution increasingly handled by AI tools.
Planet Propaganda’s client roster includes notable brands such as Duluth Trading Co, Cheba Hut Toasted Subs, Weed Man, and Layne’s Chicken Fingers. The agency has built its reputation on developing transformative creative work that delivers measurable business results, as evidenced by the examples Monarko cited in his statement.
The Madison, Wisconsin-based creative agency’s move to enhance its media capabilities reflects a broader industry trend of breaking down traditional silos between creative development and media placement. As consumer touchpoints multiply and media consumption patterns fragment, agencies are increasingly seeking integrated approaches that allow creative concepts and media strategy to evolve in tandem.
This appointment also signals how mid-sized independent agencies are adapting to compete in a landscape increasingly dominated by holding companies with massive tech investments. By focusing on the strategic application of AI rather than trying to match the technical infrastructure of larger competitors, agencies like Planet Propaganda can carve out specialized positions in the market.
As brands continue to seek more accountability and measurable results from their marketing investments, Monarko’s focus on performance-driven media approaches aligns with client demands for campaigns that deliver both creative distinction and business outcomes.
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11 Comments
It’s smart of Planet Propaganda to be proactive in developing their AI capabilities. The marketing landscape is evolving rapidly, and agencies that can adapt quickly will be well-positioned for success.
The demand for AI-powered media solutions is only going to keep growing, so this seems like a smart move by Planet Propaganda. Monarko’s background in digital and channel strategy should serve him well in this new role.
Interesting move by Planet Propaganda to bring on Dan Monarko as their new Chief Media & Growth Officer. His experience in media strategy and brand building could be valuable as they look to develop their AI-focused media practice.
It’s encouraging to see Planet Propaganda investing in their media capabilities. AI is clearly a big focus for them, so Monarko’s expertise in that area will be crucial. Curious to see what kind of innovative media solutions they come up with.
Creating an AI-focused media practice is a bold move, but one that could really pay off for Planet Propaganda if they get it right. I’ll be keeping an eye on the work they produce under Monarko’s leadership.
Agreed, this is a strategic move that could give Planet Propaganda a competitive edge in the market. Their ability to leverage AI for client campaigns will be crucial.
Monarko’s appointment signals Planet Propaganda’s commitment to staying at the forefront of marketing technology. It will be interesting to see how they integrate AI into their media offerings and what kind of results they’re able to deliver for clients.
Absolutely. Innovative agencies that can harness the power of AI for their clients will have a major advantage in the years ahead. This could be a game-changer for Planet Propaganda.
While the specifics are still unclear, the idea of an AI-focused media practice is intriguing. I’m curious to learn more about the types of solutions Planet Propaganda plans to develop under Monarko’s leadership.
Good point. The details will be crucial in determining how effective this new practice can be. I hope they share more insights as they build out their offering.
Monarko has an impressive track record, particularly with his work on the National Pork Board campaign. I wonder how he’ll apply those learnings to help Planet Propaganda’s clients navigate the AI-driven marketing landscape.