In the US, a country with an average of 12 minutes of ad time per hour of television programming, the increasing number or proliferation of additional programming has contributed to an increasing number of advertisements and combined with the increase in new media channels such as digital/ on-line and the growth of mobile, this has led to a significant increase in what many consumers ultimately view as clutter. For those marketers who had the fear of getting lost, planning seemed to be the magical tool to "break through the clutter." For, the "mantra" of account planning is "relevant plus distinctive equals more effective.