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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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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
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Cross-media measurement: a key element of media planning
Advertisers are very well aware that it is not individual channels, but the consumer who mus...UBA Focus News
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Marketing2030: UBA and WPP bring the Belgian CMO voice into the global debate
Today, marketing faces strategic choices that will shape tomorrow’s growth. Looking ah...News
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When should you disclose the use of AI in advertising?
Artificial Intelligence is everywhere in advertising creation: images, videos, text, audio, ...UBA Focus News
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Effie Awards 2025 case study: how Mobile Vikings conquered the market without promotions
With the award-winning ‘Play it smart’ campaign, Mobile Vikings proved that grow...UBA Focus News
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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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UBA welcomes 6 new members: Astra Sweets, Fost Plus, House of Weddings, In-Lite, NTT Data and Saxo Bank
As of 1 January 2026, our community reached a milestone of 400 member companies, a number we...News
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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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Trends in Social Media 2026
In its 2026 report titled “Social with Substance & the Return to Real”, Ogil...News 60 minutes
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Forecast 2026: The consumer trends redefining your next brief
At The Future Laboratory, our business is the future and for over two decades, we have been ...News
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What Matters in Belgium: The trends shaping consumers in 2026
What matters to people and what does that mean for brands? It’s a question we explore ...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
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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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Digital Benchmark: you can still participate!
The countdown has begun! UBA is currently collecting data for the new edition of the annual ...UBA Focus News
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Gen X: Uncool to Ignore, Expensive to Miss
Generation X has never been particularly interested in being visible. And that, paradoxicall...News
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UBA reaches 400 member companies
2025 has been a truly successful year for UBA. With 37 new member companies joining our comm...News
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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...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...News
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Start 2026 strong. Don’t miss out on the benefits of being a UBA member.
If your company is a member of UBA, then you are too. But do you actually know what that mea...News
