This document discusses holistic media planning and leveraging the overall media mix. It notes that on average, communications channels used in effectiveness award entries has increased from four to six channels in just two years. It also discusses the changing media landscape and ecosystem. Different channels can carry different types of influence and there is a law of diminishing returns between channels. New forms of planning consider fragmentation of media consumption and target people based on how deeply they engage with different media. Successful campaigns featured in the document had integrated plans across television, websites, product placement and other channels.