Epitaph Group: Garbage Media, 1

On average, brands spend $72 billion on media annually, but 41% of that is wasted due to poor oversight from media agencies. With the rise of programmatic ad buys, media agencies have shifted away from the true craft of media – one that values quality, depth, and genuine human connection, instead, prioritising impressions and automated tools. Setting out to challenge the status quo, Epitaph Group created Garbage Media, a thought-provoking stunt designed to create conversation and drive real change within the media industry. Listing less-than-desirable placements near well-known and high-traffic locations, on the open market exchange, Epitaph successfully sold the Garbage Media placement to real media agencies for several brands across the QSR, tourism and CPG categories. The stunt duping their competitors demonstrates in real time how careless planners have become, and how an obsession with the number of impressions can lead to wasted media budget.