Omnichannel is now the default customer journey, and the winners will be the teams who design media as a compounding engine, not a set of disconnected tactics. In this keynote, Manbir Sodhia presents a modern framework for building a compounding media mix: assign clear channel roles across the funnel, connect creative and measurement, and use incrementality to steer investment decisions with confidence. You’ll leave with a clear blueprint to create compounding effects across awareness, consideration, and conversion, without depending on perfect attribution.