Planners have the ability to bridge together their understanding of the consumer and the awareness of how this knowledge will be used within their own business. It is the account planners' job to understand and draw insightful conclusions not only from the consumer, but also the brand. Because communication channels have presently multiplied, it is even harder, and more crucial, for communication to break through this clutter and reach the target audience. The planner must provide "the edge" that will ensure that a client's message will do just this