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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. Green claims: new EU rules approaching

    From September 2026, environmental claims will be tightly regulated in the EU. The ECGT Dire...
    January 20, 2026 at 12:00 PM
    Anne-Laure de Hults
    UBA Focus News
    EU GREEN CLAIM DIRECTIVE SUSTAINABILITY.jpg

  2. Making advertising accessible to all

    Advertising accessibility is becoming a shared priority. RMB h...
    December 8, 2025 at 6:00 PM
    Anne-Laure de Hults
    UBA Focus News Publications
    Blopost_e-news 20251209_Picture_Accessibility.jpg

  3. Food advertising: looking ahead to 2026

    As of 1 January 2026, the Belgian Food Advertising Code will come into force. Advertisers, a...
    December 2, 2025 at 9:00 AM
    Anne-Laure de Hults
    UBA Focus News
    Food_Advertising_Teens.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. Digital Benchmark: you can still participate!

    The countdown has begun! UBA is currently collecting data for the new edition of the annual ...
    January 20, 2026 at 11:00 AM
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Newsletter_20260120_digital_benchmark_warm-up_iStock-2230116093.jpg

  2. 2026 media budgets: confidently moving forward

    As marketers navigate economic uncertainty, the 2026 WFA & Ebiquity Media Budgets S...
    December 16, 2025 at 9:00 AM
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Newsletter_20251216_WFA_Media_Budgets_iStock-2218451305.jpg

  3. Promotions: Friend or Foe? 

    Are manufacturers and retailers better off with or without promotions? To answer this questi...
    November 18, 2025 at 9:00 AM
    Tom Cornelis, YouGov
    UBA Focus News
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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. AI didn't break leadership, it revealed how we think

    Step into the future with Rahaf Harfoush at UBA Trends Day 2026On 19 March 2026, digital ant...
    January 20, 2026 at 9:00 AM
    Rahaf Harfoush, digital anthropologist
    UBA Focus News
    Rahaf Harfoush.png

  2. There is a huge market for tech that doesn't suck

    On 19 March 2026, Meredith Whittaker (president Signal) will take to the stage at the U...
    January 13, 2026 at 8:30 AM
    Roel Verrycken, De Tijd at Mediafin
    UBA Focus News
    Meredith Whittaker.png

  3. 9 Customer experience trends for 2026 and beyond

    Customer experience is entering a new phase. Not an incremental one, but a structural shift....
    December 16, 2025 at 9:00 AM
    Steven Van Belleghem, Nexxworks
    UBA Focus News
    Trends2026_60'_iStock-2228549496.jpg

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