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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The biggest threat to local media is not a lack of quality, but a lack of simplicity
How can Belgium’s media and advertising sector hold its ground in a market where inter...UBA Focus News
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BPX and VIA call on the Flemish Government and the Wallonia-Brussels Federation to advertise in Belgian media
In his keynote at the State of the Union, Gauthier Elslander, Managing Director of Belgian P...UBA Focus News
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Green claims: what has changed since 27 September 2026?
Since 27 September 2026, the new European rules stemming from the Empowering Consumers for t...UBA Focus News
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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The biggest threat to local media is not a lack of quality, but a lack of simplicity
How can Belgium’s media and advertising sector hold its ground in a market where inter...UBA Focus News
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BPX and VIA call on the Flemish Government and the Wallonia-Brussels Federation to advertise in Belgian media
In his keynote at the State of the Union, Gauthier Elslander, Managing Director of Belgian P...UBA Focus News
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Effie 2026: the campaigns that made a difference
23 awards, including two Golds: the Effie Awards 2026 once again put marketing effectiveness...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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Strategic thinking and upskilling as priorities in marketing in the age of AI
AI may be transforming how marketing work gets done, but it is also increasing the value of ...UBA Focus News
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Presenting an AI vision within your company or team: from strategy to sense-making
Today, AI is no longer a peripheral experiment for many organisations. According to McKinsey...UBA Focus News
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AI in advertising: new guidelines for transparency and responsible use
To help the Belgian advertising ecosystem use AI responsibly, the Advertising Council and it...UBA Focus News
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