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Time to take back control
At the “Advertising: Who Cares?” Summit held in London on 16 October 2025, Nick ...News
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How can you adapt to the rise of zero-click search?
On 21 November 2025, the UBA Exchange Community Content explored the revolution of zero clic...UBA Focus News
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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
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Why influencers are becoming increasingly essential in a marketing plan
During the UBA Exchange Community Content on 13 November, leading voices from Ogilvy Social....News
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Promotions: Friend or Foe?
Are manufacturers and retailers better off with or without promotions? To answer this questi...UBA Focus News
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How AI is already transforming the landscape of paid search
During a “60 minutes” session, Jonas Geiregat, Senior Business Consultant at Sem...UBA Focus News 60 minutes
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Puratos, Windocare and Aurélie Denayer, winners of the Belgian Marketing Awards
Puratos, Windocare and Aurélie Denayer (Proximus) are the major winners of the sixth ...News
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UBA welcomes 6 new members: Bank J. Van Breda, Bozar, ClickTrust, Extra Shop, Versele-Laga and YouGov
What these companies have in common is their shared ambition to build stronger brands and th...News
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Dare to believe in showmanship again
At the UBA Media Date on 26 August, Andrew Tindall (System1) shared his insights on why medi...UBA Focus News
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How search habits are evolving
During a “60 minutes” session, Cédric Cauderlier, Lead Digital Strategist...UBA Focus News
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Media costs: gradual slowdown
As brands gear up for 2026, the latest WFA Outlook report offers a snapshot of how media cos...News
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Is your online visibility at risk? How AI search is changing organic traffic
Organic search is going through a true revolution. With the rise of generative AI and shifti...UBA Focus News
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Why marketers need both guts and patience
During the UBA Media Date on 26 August, Magda Nenycz-Thiel from the Ehrenberg-Bass Institute...UBA Focus News
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Sustainable consumption: awareness is not enough
Every year, brands, public authorities and NGOs spend millions raising awareness about susta...UBA Focus News
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ToVA redefines videoplanning
The CIM (Center for Information about Media) updates its Total Video Advertising tool, givin...UBA Focus News
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Connecting with customers and measuring impact
Media remains one of the most significant and complex areas of marketing investment. It play...UBA Focus News
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BMW customer experience: where innovation and service come together
At BMW, everything revolves around experience: not only the car itself, but also the feeling...News
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From measuring to embedding: five lessons in customer experience management
Customer experience has matured from an emerging discipline into a decisive source of compet...News
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The Customer Experience Renaissance: AI beyond internal efficiency
We are living in an era that I like to call the Customer Experience Renaissance. A period in...News
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Spotlight on Customer Experience: a Belgian benchmark for Customer Experience.
Customer experiences matter. Delivering great customer experiences not only prevents churn, ...News
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Torfs' human-first approach: surprisingly familiar in an omnichannel world
When you say shoes in Flanders, you say Torfs. We have been part of families' daily lives fo...News
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Effie Awards 2025: the winners are announced
Last night, the winners of the Effie Awards 2025 were revealed. This year, the organisers ho...News
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Why 'Made in Belgium' drives brand growth
A new study by Rossel Advertising reveals that Belgian consumers are increasingly choosing l...News
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Launch of the certification for influencers in Belgium
The Influencer Marketing Alliance, the Advertising Council and the sector federations, inclu...UBA Focus News
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Accessibility: turning obligation into opportunity
The recent European Accessibility Act might be seen as a compliance hurdle, but it is an opp...News
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Digital ad spend up 4,6% in stable market
According to the latest UMA benchmark for first half of 2025, the Belgian media market remai...UBA Focus News
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UBA calls on brands to work with certified influencers
The Influencer Certificate is now an essential tool to strengthen your collaboration with in...UBA Focus News
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Belgian Advertising Ecosystem: Engine of the economy and society
On 23 September, advertisers, media companies, and agencies gathered in the prestigious sett...News
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Local advertising as a driver of innovation
At the second State of the Union, industry leaders and policymakers highlighted the importan...News
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Europe turns its eye to audience measurement
Effective since 8 August, the European Media Freedom Act (EMFA) aims to reinforce the indepe...News
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Growing brand equity: key insights for strategic marketing decisions
Kantar recently announced the Top 30 strongest brands in Belgium, as determined by its annua...News
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Why responsible marketing is a growth strategy for the future
Is it worthwhile to keep focusing on sustainability, diversity and transparency in uncertain...UBA Focus News
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Join the Belgian Marketing Awards ceremony
oin the Belgian Marketing Awards ceremony to celebrate the most impactful marketing achievem...News
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Which 35 cases stand a chance of winning a coveted Bronze, Silver or Gold Effie 2025?
Effie Belgium announced the contenders following its traditional jury day. This year, the or...News
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The myth of happiness at work
Is happiness truly the key to a strong company culture? Focusing on wellbeing and smiling fa...News
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From data to dialogue: speaking the CFO’s language
At a recent UBA round table, CMOs examined how to balance long-term brand building with shor...UBA Focus News
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Why Steven Van Belleghem believes you should attend the Spotlight on Customer Experience event
We are happy to bring the leading Customer Experience Benchmark study to Belgium for the sec...News
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Data clean rooms: key learnings from Belgian marketers
As third-party cookies are gradually phased out, data collaboration is becoming an increasin...News
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UBA welcomes 3 new members: Greenyard, Pauwels Sauces and Puilaetco
The shared ambition to grow their brand and the desire to connect with fellow brand builders...News
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Measuring what matters in marketing
Marketing effectiveness is one of the biggest challenges for today’s brand builders. W...UBA Focus News
