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CIM ONE: Belgium is once again becoming a global player in media measurement

Wout Ectors, SPYKE & Bart Lombaerts, SPYKE
Luc Suykens_colbert_wooden panels.jpeg

Belgium is back on the global map of media measurement. With CIM ONE, the tripartite body comprising advertisers, media, and media agencies is building a system to measure local media and international platforms against a single objective standard. Luc Suykens, CEO of UBA (United Brands Association) speaks of a historic transformation. This has been made possible by something that rarely happens of its own accord: a tripartite body with its governance in place. “Governance is often called politics, but getting everyone on the same page before you start spending money is essential.”

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