Epitaph Group Unveils Thought-Provoking Stunt to Drive Change Within the Media Industry

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.

“As an industry, we’ve lost respect for the true art of media. We wanted to demonstrate that nothing can replace thoughtful placements and quality impressions,” said Mike Rumble, founder of Epitaph Group. “At Epitaph, we’re committed to making sure that media is done right. This is just the beginning of a much-needed conversation in our industry."

“Epitaph’s mission to ‘do things differently and, more importantly, do things better’ aligns with Rethink in spades,” said Jordon Lawson, creative director at Rethink. “A project like Garbage Media highlights a critical issue within advertising, and it presents a powerful opportunity for us all to consider how we can strengthen our collective work.”

The Garbage Media mini DOOH billboard was located in an alleyway near Sankofa Square (formerly known as Yonge-Dundas Square).

Rethink led on strategy, creative and PR, with Epitaph Group.