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Five golden learnings for ROI in marketing

How to optimise your marketing investments?

Master Class English
When 15 September 2026
09:30 - 12:30
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Introduction

Turn proven marketing insights into 5 actionable tips for impactful results.

Creating ROI is a matter of making the right choices and building the right capabilities.
This course does not focus on the technical side of measuring ROI; for that, there is a separate UBA Master Class on Brand Building KPIs.
Instead, this session helps you identify the right priorities and take concrete action to grow your brand’s ROI.

We bring together 5 key learnings based on real-world experience and successful cases.
Learn from award-winning work, including Grand Effie, Master Marketer, and Marketer of the Year cases.

What will you learn?

  • How to increase your marketing ROI.
  • How to effectively manage a brand.
  • How to prioritize your resources for maximum impact.

For whom?

Marketing managers, communication managers, brand managers and agency managers.

Language

The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.

“The content was very interesting and well presented. The structure made a lot of sense, which made the message clear and precise. The approach regarding agencies, the first time this topic has been addressed in the trainings I have attended, provided crucial insights, as it helps improve our collaborations (agencies & companies).”

“A lot of insights that you can directly use when creating your marketing plans or actions. Many elements that you can apply to your own way of working.”

Speakers

  1. Bart De Waele

    Bart De Waele

    Partner at IKAg
    Bart De Waele is the founder and managing partner of IKAg, helping companies find and select the right digital or marketing agency. He was CEO of agency Netlash/Wijs/Duke & Grace from 2006 to 2022, which he successfully sold. Bart is the author of the book Marketing zonder migraine ...
    Bart De Waele

    Bart De Waele

    Partner at IKAg

    Bart De Waele is the founder and managing partner of IKAg, helping companies find and select the right digital or marketing agency. He was CEO of agency Netlash/Wijs/Duke & Grace from 2006 to 2022, which he successfully sold. Bart is the author of the book Marketing zonder migraine and serves on multiple boards and advisory councils, and is an active investor in the Belgian tech and marketing ecosystem.

    Education: Accountancy (Piho Gent); Usability Engineer (KU Leuven); Vlerick, Solvay, and Guberna.

    Professional Experience: Founder & CEO of Netlash/Wijs/Duke & Grace (2006–2022); Managing Partner at IKAg (2024–).

    Current Professional Activity: Managing Partner at IKAg; Board member at publiq and MuseumPasMusées; Advisory board member at ten companies including Syntra-MVL.

    Expertise: 20+ years of entrepreneurship at the intersection of technology and marketing. Specialized in agency selection, digital strategy, and building impactful companies.
  2. Luc Suykens

    Luc Suykens

    CEO at UBA
    Education: MBA, Kellogg School, Northwestern University; Master in Applied Sciences, University of Antwerp. Professional Experience: 32-year marketing career at Procter & Gamble at local, regional, and global levels. Former Harley Procter Brand Vice President, P&G France, Belgium, and th...
    Luc Suykens

    Luc Suykens

    CEO at UBA
    • Education: MBA, Kellogg School, Northwestern University; Master in Applied Sciences, University of Antwerp.
    • Professional Experience: 32-year marketing career at Procter & Gamble at local, regional, and global levels. Former Harley Procter Brand Vice President, P&G France, Belgium, and the Netherlands.
    • Current Position: CEO of UBA.
    • Awards: Marketer of the Year (2004), Master Marketer (2008), Alumnus of the Year (2019), University of Antwerp.

    32 years of experience in marketing at local, regional, and global levels in brand building, including 22 years as Director/Vice President.

Register

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Prices

  • UBA member: Free. The participation fee is included in your company's annual membership contribution.
  • Standard: € 430 (excl. VAT).
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