Joanna O'Connell delivers a state-of-the-union on the forces reshaping brands influence and consumer behavior. Drawing on Omnicom Media's recent research, she unpacks the shift from advertising-led persuasion to a fragmented ecosystem shaped by people, platforms, and AI. As discovery, decision-making, and purchase move across new channels—and increasingly through machines—brands must rethink how they drive growth. This keynote outlines the underlying forces beneath media disruption, and what it will take to compete in a system where attention is scarce, trust is distributed, and control is no longer centralized.