Canadians aren't rejecting advertising. They're demanding it be relevant to them. Drawing on new consumer research, Omnicom Media explores what's driving the shift from single-asset creative to connected content strategies, why context and personalization are now non-negotiable, and how adaptive brand experiences are cutting through advertising fatigue. We'll unpack what Canadian consumers are telling us about attention, why traditional approaches are failing, and what it means for maximizing brand influence in today's fragmented media landscape.