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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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,...UBA Focus News
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A checklist for ethical advertising
The Council for Advertising launches a practical checklist to integrate ethics into every st...UBA Focus News
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JEP 2025: A fast, responsible and respected system
In 2025, the Jury for Ethical Practices in Advertising (JEP) confirms the strength of Belgiu...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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Media inflation cools in Belgium
Each year around this time, the World Federation of Advertisers (WFA) releases its biannual ...UBA Focus News
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Why CIM ONE is not a global initiative
Glocalisation proves to be the preferred strategy when establishing a cross-media measuremen...UBA Focus News
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Win-win for media and advertisers: why CIM ONE is more than a modern measurement tool
126,5 million euros between now and 2030: that is the additional value that CIM’s new ...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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Agentic search: what brands must do
Agentic search is moving from answers to actions. In this 60 minutes session, Germain Deflan...UBA Focus 60 minutes
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How agentic AI reshapes media planning
In this session of 60 minutes on agentic AI in media campaigns, David Billings, Chief Strate...UBA Focus News 60 minutes
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Apply AI transparency in marketing communications: a practical guide for brand leaders
Images, videos, voices, visuals and texts generated or enhanced by AI are now part of the ev...UBA Focus News
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