A Call for Reform in the Media Industry

The media industry is at a crossroads. Every year, brands collectively spend a staggering $72 billion on media. Yet, according to recent analysis, 41% of this investment is wasted due to poor oversight and a lack of strategic thinking by media agencies. In the rush to embrace programmatic tools and automation, the human touch that once defined impactful media has been lost.

Recognizing this issue, Epitaph Group, in collaboration with Rethink, launched a striking and unconventional campaign titled Garbage Media — a calculated and daring stunt meant to ignite meaningful conversations about accountability and the future of media planning.

The Problem: Automation Over Craft

The rise of programmatic ad buying has reshaped the media landscape. While automation brings efficiency and scale, it has also contributed to a mindset focused on quantity over quality. Many media agencies now prioritize impressions and reach metrics without thoroughly evaluating where and how these impressions occur.

This shift has led to wasted budgets, irrelevant placements, and a disconnection from audiences. The art of thoughtful media planning—once central to the industry—has been overshadowed by a blind pursuit of numbers.

Garbage Media: A Bold and Thought-Provoking Experiment

In response to this growing concern, Epitaph Group set out to prove just how flawed current media practices have become. Through Garbage Media, they listed undesirable and illogical ad placements in proximity to well-known and high-traffic locations—on the open market. These placements were not fabricated—they were real inventory, live and available for purchase through programmatic platforms.

Shockingly, these placements were bought by actual media agencies, who placed client ads—spanning categories like QSR, tourism, and consumer packaged goods—on these irrelevant and low-quality locations. The stunt served as a mirror to the industry, exposing how media planners are too often led by algorithms, not strategy.

Holding a Mirror to the Industry

The success of Garbage Media was not just in selling poor placements—it was in holding up a mirror to how automated processes have replaced critical thinking. The stunt wasn't just a prank—it was a strategic intervention, demonstrating in real time how far the industry has drifted from its roots.

“As an industry, we’ve lost respect for the true art of media,” said Mike Rumble, founder of Epitaph Group. “We wanted to demonstrate that nothing can replace thoughtful placements and quality impressions.”

This isn’t about rejecting technology or automation—it’s about balancing innovation with intention. Garbage Media underscored that technology should serve creativity and strategy, not replace it.

A Shared Mission with Rethink

Rethink, the agency that partnered with Epitaph Group on this campaign, played a vital role in leading strategy, creative development, and public relations efforts. Their alignment with Epitaph’s vision was evident from the start.

“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.”

Together, Epitaph and Rethink are not just questioning norms—they’re proposing a better way forward. One that restores the craft of media as a strategic and creative discipline.

Driving Real Change, One Conversation at a Time

The Garbage Media stunt has sparked widespread industry conversations and introspection. While some may see it as controversial or confrontational, its goal was never to embarrass—it was to educate, challenge, and inspire change.

The message is clear: media must return to its roots in human insight, audience understanding, and strategic excellence. Agencies must prioritize quality placements over meaningless reach and remember that media is not just a numbers game—it’s a powerful storytelling tool.

A New Era for Thoughtful Media

Epitaph Group’s bold move marks what could be a pivotal moment for the advertising world. As brands continue to demand more accountability and results, the need for media strategy rooted in quality and connection has never been greater.

Garbage Media is just the beginning. If this campaign proves anything, it’s that one well-placed message can spark an industry-wide reckoning. And in that reckoning lies the promise of a better, smarter, and more human future for media.

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