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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...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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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
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Revenue Growth Management in 2026: precision, purpose, and profitability
After several years of inflation, volatility, and disrupted consumer behavior, Revenue Growt...News
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Olympic Winter Games 2026: what you need to know as a brand
Soon it will be that time again: the Olympic Winter Games will take place from 6 to 22 Febru...News
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2026 media budgets: confidently moving forward
As marketers navigate economic uncertainty, the 2026 WFA & Ebiquity Media Budgets S...UBA Focus News
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Media trends 2026: streaming and AI reshape media strategy
At the recent UBA Exchange Community on 3 December, Bart De Pauw (WPP Media) share...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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Advertising : the engine of growth and media
A new study by Ortelius, the consulting branch of the Econopolis Group, commissioned by the ...News
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The future of growth: unlocking the CMO-CIO partnership
It was only in 2023 that GenAI became widely accessible, and by 2024 experimentation was eve...News
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Marketing and IT: how L’Oréal builds shared governance for innovation
During a recent UBA session in partnership with WPP and the Institute for Real Growth (IRG),...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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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
