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UBA unites, represents, inspires, and supports brand builders. We provide ambitious brands with the space to grow sustainably.

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Presenting an AI vision within your company or team: from strategy to sense-making

Today, AI is no longer a peripheral experiment for many organisations. According to McKinsey’s The St...
October 6, 2026
Filip Muyllaert, The Communication Group
UBA Focus News
Article Filip Muyllaert sept2026.jpg
Read more

  1. The biggest threat to local media is not a lack of quality, but a lack of simplicity

    How can Belgium’s media and advertising sector hold its ground in a market where inter...
    October 6, 2026
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Newsletter_20261006_SoU2_general_pic.jpg

  2. BPX and VIA call on the Flemish Government and the Wallonia-Brussels Federation to advertise in Belgian media

    In his keynote at the State of the Union, Gauthier Elslander, Managing Director of Belgian P...
    October 6, 2026
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Newsletter_20261006_SoU_BPX_Gauthier_pic.jpg

  3. Strategic thinking and upskilling as priorities in marketing in the age of AI

    AI may be transforming how marketing work gets done, but it is also increasing the value of ...
    October 6, 2026
    WFA, World Federation of Advertisers
    UBA Focus News
    Strategic-AI.jpg

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Master Classes

  1. Getting the best from your media agency

    Take control of your media investments.

    French Dutch
    Master Class
    media agency
    Show event

  2. Innovation: Keys to success

    How to build an organisation that thrives on innovation?

    English
    Master Class
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    Show event

  3. Introduction to social media strategy

    How do you build a social media strategy for both the short and the long term?

    Online English
    Master Class
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    Show event
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Do you want to get the most out of your UBA membership? I’m happy to help you make the most of the benefits and strengthen your network. Not a member yet? I can also provide you with all the information you need without obligation.
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Strictly necessary cookies 22 cookies

These cookies are necessary in order to enable our website to function properly and are therefore installed without your consent. We use them e.g. to protect our website. These cookies permit you to navigate between the different parts of the website, to complete forms. If you block these cookies, it is possible that certain parts of the website will not function optimally. We do not collect any personal data with these cookies, and we never pass the collected information on to third parties. Along with the following cookies, cookies are also installed by our partner Vimeo when you make use of our Training 24/7 offer.
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probase_notice UBA

Shows functional notifications to the visitor

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procurios-consent UBA

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 30 days
survey-trainingIds UBA

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These cookies simplify the functioning of our websites, make them more enjoyable for the visitor and ensure that you receive a more personalised surfing experience. These are, for example, cookies that remember whether you were already asked to participate in a survey, so that we do not propose the same survey to you over and over, or a cookie that offers you a personalised layout as a result of a previous visit.
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Stores the user preference regarding the display of a banner.

 1 week

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 13 months
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Short lived cookies used to temporarily store data for the visit

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stg_traffic_source_priority Piwik PRO

Stores the type of traffic source that explains how the visitor reached your website.

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stg_utm_campaign Piwik PRO

Stores the name of the campaign that directed the visitor to your site.

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bcookie LinkedIn

Used by LinkedIn to track the use of embedded services.

 180 days
li_fat_id LinkedIn

Member indirect identifier for Members for conversion tracking, retargeting, analytics

 1 month
li_gc LinkedIn

Used to store guest consent to the use of cookies for non-essential purposes

 6 months
li_sugr LinkedIn

Used to make a probabilistic match of a user's identity.

 90 days
lidc LinkedIn

To facilitate data center selection.

 1 day
pbVisitorID UBA

Identification of returning visitors

 1 year

External cookies 8 cookies

Some cookies are installed, with UBA´s consent, by third parties for the purpose of drawing your attention to certain products and services or to give you direct access to social media. For the cookies that are installed by these external parties, the information they collect with them and the purpose for which this information is used, we refer to the privacy statements of these parties on their own websites. These statements can be modified regularly, something over which UBA has absolutely no control.
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WFESessionId Microsoft

This cookie is necessary to enable a Power BI session, a Microsoft tool that helps visualize data.

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ai_session Microsoft

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ai_user Microsoft

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sp_landing Spotify

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sp_m Spotify

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 180 days
sp_t Spotify

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 180 days