Content
Content, whether it's impactful ads, blog posts, or website content, plays a crucial role in building and enhancing brands. It fosters authentic connections with consumers and strengthens their loyalty. In a content-rich environment, it's essential to create relevant and impactful messages that meet consumer expectations while supporting marketing objectives. At UBA, we support brands by providing resources, best practices, and insights to help them stand out and engage their audience.
Guidelines on artificial intelligence & communication
This document highlights 10 principles for agencies and brands to consider for the responsible use of artificial intelligence in commercial communications. Practical guidelines that are easy to implement to build trust with clients and consumers.
Recommendations on influencers
Influencers play an increasingly important role in brand promotion. This is why the Advertising Council, in collaboration with UBA and other industry players, has developed recommendations for better identification of commercial communications. These guidelines aim to better protect brands, influencers, and consumers, while ensuring greater transparency in advertising messages.
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).
Our Content expert is Grégory
Grégory supports UBA members in exploring and understanding exciting topics such as content, technology, and data. Having joined UBA in 2016, he brings extensive expertise from his background as a strategist and digital project manager for major brands and accounts.
Knowledge and Insights
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The social media strategy needs to be better integrated into the customer journey
The Social Media & Influencer Barometer (SMI) Barometer 2026 shows that Belgian consumer...News
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Do you work with certified influencers?
Launched in October 2025, the Influencer Marketing Certificate in Belgium already counts aro...UBA Focus News
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Content marketing that drives results
The ACC Expert Center Content Marketing launches a new casebook featuring 19 Belgian cases t...News
Master Classes
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Content marketing strategy
How do you build a content strategy that delivers value today and tomorrow?
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Influencer marketing
How can I get influencers to share my messages?
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The art of prompting in marketing
What are the techniques to improve your interactions with AI?
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