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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Do you work with certified influencers?
Launched in October 2025, the Influencer Marketing Certificate in Belgium already counts aro...UBA Focus News
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EU delays AI labelling requirements to 2 December 2026
The application of AI labelling and transparency requirements under the EU AI Act is expecte...UBA Focus News
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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 ...UBA Focus News Publications
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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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...UBA Focus News
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Why true cross-media measurement remains a challenge?
At the UBA Exchange Community session on Cross-Media Measurement and CIM ONE, Yannick Carrio...UBA Focus News
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UMA-UBA Benchmark: collaboration reshapes the media mix
The latest UMA-UBA Benchmark reveals a stabilisation of digital advertising in Belgium, alon...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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From agency to strategic partner: why evaluation is a key element of collaboration
Brands and agencies today operate in an increasingly complex context. Campaigns need to be f...UBA Focus
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Blog series - In the age of AI, agencies must become true strategic partners. (2/5)
During two round tables, UBA brought together advertisers from different sectors to explore ...UBA Focus News
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How agentic AI reshapes customer support
On 19 May 2026, the UBA 60 minutes session with Hannah Patronoudis and Michiel Vandendriessc...UBA Focus News 60 minutes
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