Stocks fell down and gold went up. I was on a production trip to California when I heard about it, and I got on the phone to my art director and the account management team in New York. Our timing was exquisite. We won a few awards, but more importantly, we made a point for the client that the investment community never forgot. Even so, timing isn't the only critical factor.
Placement can be just as effective.
As a rule, outdoor advertising amounts to little more than litter on a stick. Like that wonderful series of perfectly placed boards for California Pizza Kitchen. Another was over a car wash. The ad was signed by the Massachusetts Audubon Society. The sign it showed was so elegantly appropriate that even a picture of it was excellent advertising.