UBA logo

An essential partnership

Communication and media agencies are essential partners for advertisers. In partnership with ACC (Association of Communication Companies) and UMA (United Media Agencies), UBA addresses sensitive issues and provides recommendations on best practices for pitches, contracts, and other key topics to ensure a smooth and lasting collaboration between all stakeholders.

Agency Selection Charter_shutterstock_1099306382.jpg

Cost of agency pitches

According to ACC, 10% of agency revenues are dedicated to pitches. Advertisers can reduce this cost by investing in a long-term relationship with their agency. Organizing pitches for agencies is beneficial as it ensures competition and fosters creativity and strategic thinking. The pitch guidelines provided by UBA and ACC offer a valuable framework for conducting pitches with transparency, efficiency, and integrity.

Download the whitepaper
ACC logo new.jpeg

Media Pitches

UMA (United Media Agencies) assessed the costs associated with media pitches for the year 2023, amounting to a total expenditure of €5.2 million. The study focused on the nine main members of UMA. This analysis could lead to better resource optimization, benefiting both agencies and advertisers.

To the blogpost
uma logo new.png

Client-agency contract including the use of AI

As key players in the marketing and communication sector, building strong relationships between brands and agencies is essential. To address this need, UBA and ACC, in collaboration with the law firm AdaStone, have developed a new standard contract that provides a solid foundation for all communication collaborations. This contract aims to clarify mutual commitments, intellectual property rights protection, and the responsible use of artificial intelligence (AI).

Download the guideline To the blog
Client-Agency contract2.png

Our Agency expert is Luc

Luc Eeckhout, media expert, joined UBA in January 2024, bringing with him extensive expertise in media strategy and research. Throughout his career, Luc has focused on media analysis and data-driven strategies. He has previously held several leadership positions in the media industry and has been deeply involved in audience measurement, working closely with CIM (Centre for Information on the Media).

Luc 1 final.jpg
Media Agency

Knowledge and Insights

  1. How the CIM became a thought leader on the international stage

    The roll-out of CIM ONE is generating interest abroad. CIM has been invited to explain its c...
    April 28, 2026
    Wout Ectors, SPYKE & Bart Lombaerts, SPYKE
    UBA Focus News
    Newsletter_20260428_CIM_Internationale samenwerking_image.png

  2. Blog series - Brand-agency collaboration in times of AI. Four key insights. (1/5)

    AI is not just transforming how work gets done. It is reshaping the expectations, roles and ...
    April 28, 2026
    Grégory Marchandise, UBA
    UBA Focus News Publications
    Brand-Agency-collaboration-AI.jpg

  3. Media inflation cools in Belgium

    Each year around this time, the World Federation of Advertisers (WFA) releases its biannual ...
    April 21, 2026
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Newsletter_20260421_WFA_Outlook_iStock-2257585378.jpg
Discover all articles

Master Classes

  1. Agency remuneration & evaluation

    How to correctly evaluate and compensate an agency?

    Online Dutch
    Remuneration_1153252986.jpg
    Show event

  2. From guesswork to growth: how MMM transforms your strategy

    Move beyond assumptions and uncover the real impact of every channel. Learn how to optimize ad spend, boost ROI and lead with data-backed decisions.

    Offline English
    UBA Focus
    Marketing Mix Modeling.jpeg
    Show event

  3. Getting the best from your media agency

    Take control of your media investments.

    Offline French Dutch
    media agency
    Show event
Discover all Master Classes

Training 24/7

Agency Ecosystem

How do I make several agencies work together in an effcient ecosystem?

AgencyEcosystem_1

The building blocks of successful advertising

How to create successful advertising?

successful advertising.png

Agency Selection

How to select your Communication Agency and organise a Pitch?

Agency selection 24/7.png
Discover all Training 24/7

Other topics that may also interest you

Stay updated on Agency

With our weekly newsletter, we keep you informed about the latest trends in the sector. You can manage your preferences in MyUBA.

Register via MyUBA Create an account
FAQ ?
UBA logo

Cookies on this website

This website makes use of cookies to function properly. If you would like to change which cookies we can use, change the cookie settings. Read more about our use of cookies in our privacy policy.

Cookie settings

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.
Name Vendor Description Expiry
JSESSIONID* Vimeo

JSESSIONID is a cookie generated by Servlet containers and used for session management in J2EE web applications for HTTP protocol. If a Web server is using a cookie for session management, it creates and sends JSESSIONID cookie to the client and then the client sends it back to the server in subsequent HTTP requests. JSESSIONID is a platform session cookie and is used by sites with JavaServer Pages (JSP). The cookie is used to maintain an anonymous user session by the server.

 current session
OptanonConsent Vimeo

This cookie is set by the cookie compliance solution from OneTrust. It stores information about the categories of cookies the site uses and whether visitors have given or withdrawn consent for the use of each category. This enables site owners to prevent cookies in each category from being set in the user’s browser, when consent is not given. The cookie has a normal lifespan of one year, so that returning visitors to the site will have their preferences remembered. It contains no information that can identify the site visitor.

 1 week
PBSESSION UBA

Saves the visitor's preferences for the current session

 2 hours
ProBaseUserLanguage UBA

Saves the visitor's language preference

 1 year
__cf_bm Cloudflare

Cloudflare places the __cf_bm cookie on End User devices that access Customer sites that are protected by Bot Management or Bot Fight Mode. The __cf_bm cookie is necessary for the proper functioning of these bot solutions.

 30 minutes
_abexps Vimeo

This Vimeo cookie helps Vimeo remember the settings you have made. This could be a preset language, region or user name, for example. In general, the cookie stores information about how you use Vimeo.

 1 year
_cfuvid Cloudflare

The _cfuvid cookie is used to allow the Cloudflare WAF to distinguish individual users who share the same IP address.

 current session
_gid Vimeo

ID used to identify users for 24 hours after last activity

 24 hours
accept-cookies UBA

Saves the visitor's cookie preference

 1 year
cachekey UBA

Prevents logged in users from seeing a cached site

 1 month
has_logged_in Vimeo - 10 weeks
is_logged_in Vimeo - 10 weeks
pb-sa-* UBA

Supports performance improvements of the website

 current session
pbSurvey* UBA

Keeps track of whether or not a non-logged-in visitor has completed a survey

 1 year
pbTrackId* UBA

Identification of logged in users

 1 month
player Vimeo

Stores preferences for player controls (i.e. volume, stream quality, captions).

 1 year
ppms_privacy_* Piwik PRO

Stores the visitor’s consent to data collection and usage.

 7 days
probase_notice UBA

Shows functional notifications to the visitor

 1 day
procurios-consent UBA

Saves the visitor's cookie consent

 6 months
rememberDevice2FA* UBA

Identification of the device on which the user used two-factor authentication

 30 days
survey-trainingIds UBA

Saves the ID's of the survey filled in by the visitor.

 current session
vuid Vimeo

Vimeo-generated ID used for generating analytics information for the video owner.

 2 years

Preference cookies 1 cookies

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.
Name Vendor Description Expiry
visitedcampaignBanner-* UBA

Stores the user preference regarding the display of a banner.

 1 week

Analytical cookies 7 cookies

We use analytical cookies in order to collect information about how visitors use our website, for the purpose of improving its content, better adapting it to the wishes of visitors and increasing its user-friendliness.
Name Vendor Description Expiry
_pk_id* Piwik PRO

Used to store a few details about the user such as the unique visitor ID

 13 months
_pk_ses* Piwik PRO

Short lived cookies used to temporarily store data for the visit

 30 minutes
stg_externalReferrer Piwik PRO

Stores an URL of a website that referred a visitor to your website.

 current session
stg_last_interaction Piwik PRO

Determines whether the last visitor's session is still in progress or a new session has started.

 1 year
stg_returning_visitor Piwik PRO

Determines if the visitor has already been to your website — they are returning visitors.

 1 year
stg_traffic_source_priority Piwik PRO

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

 30 minutes
stg_utm_campaign Piwik PRO

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

 session

Marketing cookies 6 cookies

These cookies are installed for marketing purposes and are used in order to follow your surfing behaviour after you visited our website and/or to show you personalised ads. They can be installed on our website by us or by third parties. You decide for yourself whether or not to consent to the installation of such marketing cookies.
Name Vendor Description Expiry
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.
Name Vendor Description Expiry
ARRAffinitySameSite Microsoft

When using Microsoft Azure as a hosting platform and enabling load balancing, this cookie ensures that requests from one visitor's browsing session are always handled by the same server in the cluster.

 1 year
VstsSession Microsoft

Unknown, Microsoft didn't provide any information on this cookie.

 5 months
WFESessionId Microsoft

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

 -
ai_session Microsoft

This is a unique anonymous session identifier cookie.

 current session
ai_user Microsoft

This is a unique user identifier cookie enabling counting of the number of users accessing the application over time.

 1 year
sp_landing Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 1 day
sp_m Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 180 days
sp_t Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 180 days