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.
-
UBA gives European advertisers a voice in the debate on the future of audience measurement
The future of independent audience measurement is being shaped at European level. At consult...UBA Focus News
-
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
-
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
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.
-
Global platforms and cross-media measurement: advertisers have more power than they think
Belgium has made significant progress in cross-media measurement, shifting from siloed media...UBA Focus News
-
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
-
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
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.
-
Blog series | Brands are rethinking their internal marketing capabilities (3/5)
During two roundtables, UBA brought together advertisers from different sectors to explore h...UBA Focus News
-
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
-
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
Also interesting
Stay up to date with news and trends
With our weekly newsletter, we keep you updated on what's happening in the industry.
Share experiences
We bring brand builders together in peer-to-peer forums where we dive into current topics.