Media Placement of the Year

Near my house is a car wash. It wasn't very popular as nobody knew it was there. So the owners parked a big "fuck off" Hummer on the main road nearby with a big "fuck off" sign saying Car Wash here.

It's not going to win any awards at Cannes but there are now queues for the Car wash.

This proves that people who run small businesses are better media planners than digital gurus who talk about communication paradigms & moment architecture. You put great creative, a Hummer in this case, with a call to action close to where your target audience is. That is all media planning is. Simple really.