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The social media strategy needs to be better integrated into the customer journey
The Social Media & Influencer Barometer (SMI) Barometer 2026 shows that Belgian consumer...News
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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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What if your pitches are costing you the best agencies?
As a marketer, you ask yourself the same question with every investment: “What’s...News
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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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Efficiency is not the ultimate goal of an AI strategy
What does customer loyalty even mean in a world where AI eliminates every obstacle, compares...News
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Designing a customer experience that truly resonates
How bol translates its mindset into tangible impact In a world where convenience is the no...News Member case
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An NPS of 70 isn’t won. It’s earned, every single day.
How three fundamentals shape customer experience at Mobile Vikings. Most Belgian telcos hav...News Member case
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Spotlight on Customer Experience 2026
Brands win by turning their promise into experience Customer experience is no longer just a...News
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Stop Preaching CX. Talk Business.
Why engaging the organisation around CX starts with speaking the language of your internal s...News
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New Chair, Clear Vision.
UBA's new Chair Aude Mayence on brand building, humanity, and what UBA must become.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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Content marketing that drives results
The ACC Expert Center Content Marketing launches a new casebook featuring 19 Belgian cases t...News
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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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Give AI context to improve competitiveness
AI is becoming a new intermediary between your customers and your brand. To be found, unders...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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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
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How the CIM became a thought leader on the international stage
The roll-out of CIM ONE is generating interest abroad. CIM has been invited to explain its c...UBA Focus News
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How to build a successful employer brand
In an increasingly competitive and transparent talent market, employer branding has become a...News Publications
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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
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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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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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Agentic search: what brands must do
Agentic search is moving from answers to actions. In this 60 minutes session, Germain Deflan...UBA Focus News 60 minutes
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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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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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The new reality of media consumption in Belgium: from Gen Z to baby boomers
Deloitte’s Digital Consumer Report shows that Belgian consumers are not moving in one ...News
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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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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
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DNCM strengthens its commitment to respectful telemarketing with a new website
In 2026, DNCM continues to actively promote a more respectful and responsible telemarketing ...News
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UBA welcomes 4 new members: Beduco, Goed Hulpmiddelen, Hungry Minds and Idewe
As of 1 January 2026, our community reached a milestone of 400 member companies, a number we...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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Cross-media measurements with an eye for effectiveness
How do players such as Ads & Data, DPG Media Advertising and Vlaamse Audiovisuele Regie ...UBA Focus News
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A strong event briefing makes the difference
A successful event does not start with the venue, the catering or the speakers, but with a w...News
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Marketing Effectiveness deserves a certification
Marketing has never been under more pressure to prove its value. Budgets are scrutinised, ex...UBA Focus News
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Belgian Shopper Trends 2026 - How shoppers seek stability yet still treat themselves in uncertain times
Across Europe in 2026, shoppers are navigating an environment marked by economic tension, so...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
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Nick Manning: “Advertisers must put their budget where the brains are”
Recently, UBA organised an exclusive event in the magnificent setting of La Monnaie in Bruss...UBA Focus News
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Reliable cross-media measurements are more essential than ever: “By 2030, media planning will be fully automated”
The evolution towards cross-channel media measurement is in full swing, whether in Belgian m...UBA Focus News
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How Belgian brands can thrive in the “uneasy decade”
In a world where Harvard economist Kenneth Rogoff predicted Bitcoin would fall to $100 rathe...News
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Can AI help you? Designing CX for the AI-Native Generation
Gen Z and Gen Alpha treat technology like an extension of themselves. Marketers and brand ma...UBA Focus News
