Founder, CEO/CCO Planet Propaganda

If the city of Boston had served hash browns in 1987, Planet Propaganda wouldn’t exist today. But like any good story involving breakfast potatoes, it’s long. Too long for here. Instead, there’s this: By 1989, Dana Lytle, a Montana native, and MSU grad, bailed on Boston, worked a bit, and co-founded Planet Design Company in Madison, Wisconsin. The fledgling graphic design shop quickly sprouted wings, along with other useful appendages, and evolved into Planet Propaganda, an all-media idea machine. Now, with 30 people strong, the company infuses bleeding-edge strategic creative work with the no-BS wisdom of your favorite grandpa after a few Hamm’s. Their methodology gets right to it: First Simplify. Then Amplify.

For 35 years, Dana and the Planet team have been a driving force behind brands on the precipice, helping them cross critical chasms during pivotal moments in their journeys.

Notable successes include scaling Duluth Trading Company from a regional workwear cataloger with $60 million in revenue to a $600+ million powerhouse over 15 years. We tapped into their quirky charm and crafted the catchy mantra “Poke Average in the Eye,” showcasing their innovative product benefits in fun, memorable campaigns. Our nine-year partnership with Jersey Mike’s saw them leap from 600 to 2,400 stores across 49 states, capturing their essence with the tagline “A Sub Above,” highlighting both their delicious subs and generous community spirit. And our wild ride with Jimmy John’s took them from 29 locations to a whopping 800 by establishing the “Freaky Fast” mantra, cementing their status as the kings of speedy sandwiches. Each collaboration has been a fantastic partnership, allowing us to unleash creativity and help build brands through trust and respect.

In advertising, the river of mediocrity runs fast and deep, and Dana has done his damnedest to keep Planet from its pull. There have been incredible successes and abject failures, but the fire remains strong to do great work, help clients cross critical chasms of growth, and enjoy the journey along the way. He is most grateful for the amazingly talented and incredibly kind people who have come through the Planet doors, clients, and Planeteers alike.

A husband, a dad, a dog dad, a letterpress printer, and an out-of-control globe collector, Dana also makes a mean brandy old-fashioned sour with olives. Hash browns on the side.