UBA Focus
Zoom out to see the big picture, zoom in to take your next step.
UBA Focus is how we respond together to the themes currently shaping the direction of our sector. The world is changing fast, and as a brand builder, standing still is not an option. Do we undergo the change or shape it together?
Trusted Brands
In a rapidly changing world, brand trust is no longer a nice-to-have — it’s a must-have for sustainable and profitable growth. Brands that actively focus on transparency, responsibility, sustainability and inclusion not only build strong relationships with consumers, but also boost their relevance, resilience and competitive strength.
Trusted brands are shaping the future — and reaping the benefits. They connect belief with strategy, values with results.
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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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EU delays AI labelling requirements to 2 December 2026
The application of AI labelling and transparency requirements under the EU AI Act is expecte...UBA Focus News
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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 ...UBA Focus News Publications
Marketing Effectiveness
Marketing effectiveness goes beyond just numbers and data. It’s about understanding what truly works for your brand. By focusing on the right KPIs and measuring the effectiveness of your communication, you can refine your strategies to strengthen your brand and drive purposeful growth, with measurable results that demonstrate the power of your marketing.
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CIM ONE: Belgium is once again becoming a global player in media measurement
Belgium is back on the global map of media measurement. With CIM ONE, the tripartite body co...UBA Focus News
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Digital Omnibus : Who controls consent?
In our previous article, we explained why the Digital Omnibus matters for marketers, adverti...UBA Focus News
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Digital Omnibus : Why audience measurement is at stake
When the European Commission launched its Digital Omnibus initiative, it looked like a techn...UBA Focus News
Artificial Intelligence
AI offers you the opportunity to take your brand to new heights. It opens doors to working more efficiently, making smarter decisions, and creating like never before. When used correctly, AI can not only strengthen your brand but also make it more relevant and future-proof. It’s time to harness the power of AI. UBA is here to support you with the right tools and the necessary knowledge.
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Data governance as a growth lever
At the UBA Exchange Community Data & Tech session, experts showed why marketing performa...UBA Focus News
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How to improve personalisation and targeting in a fragmented customer journey
During the UBA Exchange Community Data & Tech session, experts from iO, Google and Publi...UBA Focus News
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From agency to strategic partner: why evaluation is a key element of collaboration
Brands and agencies today operate in an increasingly complex context. Campaigns need to be f...UBA Focus
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