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

Luc Eeckhout, Manager Media & Agencies
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How can Belgium’s media and advertising sector hold its ground in a market where international platforms attract most investment and artificial intelligence raises new questions? At the State of the Union on 28 September 2026, held at the prestigious Villa Empain, CIM and the Council for Advertising brought the sector together around a shared goal: turning cooperation into action and earning consumers’ trust.

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