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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?

Explore the UBA Focus topics
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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.

Duik in Trusted brands

  1. EU delays AI labelling requirements to 2 December 2026

    The application of AI labelling and transparency requirements under the EU AI Act is expecte...
    May 13, 2026 at 6:00 AM
    Grégory Marchandise, UBA
    UBA Focus News
    AI-label-Content-EU.jpg

  2. 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 ...
    April 28, 2026 at 9:00 AM
    Grégory Marchandise, UBA
    UBA Focus News Publications
    Brand-Agency-collaboration-AI.jpg

  3. Advertising around schools: a clear framework for Out-of-Home

    As part of the evolution of self-regulatory codes for alcoholic beverages and food products,...
    April 21, 2026 at 9:00 AM
    Anne-Laure de Hults
    UBA Focus News
    20260421_enews_outdoor around schools.jpg

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.

Focus on marketing effectiveness

  1. Cross-platform video measurement: A guide to TOVA Post-Buy for advertisers

    In today’s fragmented media landscape, measuring the true impact of advertising campai...
    May 13, 2026 at 10:00 AM
    Tim Van Doorslaer
    UBA Focus News
    Newsletter_20260519_CIM_DPG_TOVA_iStock-2156717087.jpg

  2. Why true cross-media measurement remains a challenge?

    At the UBA Exchange Community session on Cross-Media Measurement and CIM ONE, Yannick Carrio...
    May 5, 2026 at 8:00 AM
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Yannick Carriou Médiamétrie 2 recadré.png

  3. UMA-UBA Benchmark: collaboration reshapes the media mix

    The latest UMA-UBA Benchmark reveals a stabilisation of digital advertising in Belgium, alon...
    May 5, 2026 at 8:00 AM
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Newsletter_20260505_Benchmark_iStock-2193866015.jpg

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.

Be inspired by the possibilities offered by AI

  1. Give AI context to improve competitiveness

    AI is becoming a new intermediary between your customers and your brand. To be found, unders...
    May 13, 2026 at 9:00 AM
    Grégory Marchandise, UBA
    UBA Focus News
    Context-AI-Agent-Brands.jpg

  2. EU delays AI labelling requirements to 2 December 2026

    The application of AI labelling and transparency requirements under the EU AI Act is expecte...
    May 13, 2026 at 6:00 AM
    Grégory Marchandise, UBA
    UBA Focus News
    AI-label-Content-EU.jpg

  3. 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 ...
    April 28, 2026 at 9:00 AM
    Grégory Marchandise, UBA
    UBA Focus News Publications
    Brand-Agency-collaboration-AI.jpg

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