Account planning exists for the sole purpose of creating advertising that truly connects with consumers, according to Jon Steel. Planning has made its move to the forefronts of larger agencies in the US, thanks in part to Jon Steel, but for some it is still considered a luxury. In many accounts, the account directors will claim the development of strategy. In case there's no account planner on the account, it's a team effort; client, account director and creative director. It must be clear where account planning is creating an advantage. Account planning adds context, a wider perspective, guidance and opinion to advertising development.