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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Green claims: new EU rules approaching
From September 2026, environmental claims will be tightly regulated in the EU. The ECGT Dire...UBA Focus News
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Making advertising accessible to all
Advertising accessibility is becoming a shared priority. RMB h...UBA Focus News Publications
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Food advertising: looking ahead to 2026
As of 1 January 2026, the Belgian Food Advertising Code will come into force. Advertisers, a...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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Unboxing modern brand building in the creator era: Lessons from Effie Europe 2025
The Effie Awards Europe celebrates one thing above all: marketing effectiveness. And this ye...UBA Focus News 60 minutes
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Case study Effie Awards 2025: how Foodbag won gold with ‘Opscheppen met Foodbag’
Foodbag, the Belgian meal-kit pioneer, won a Gold Effie at the Effie Awards Belgium 2025 wit...UBA Focus News
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CIM boosts transparency in advertising
Figures show that brands are allocating an increasingly large share of their advertising bud...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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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...UBA Focus News
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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...UBA Focus News
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9 Customer experience trends for 2026 and beyond
Customer experience is entering a new phase. Not an incremental one, but a structural shift....UBA Focus News
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