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Strategic thinking and upskilling as priorities in marketing in the age of AI
AI may be transforming how marketing work gets done, but it is also increasing the value of ...UBA Focus News
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Presenting an AI vision within your company or team: from strategy to sense-making
Today, AI is no longer a peripheral experiment for many organisations. According to McKinsey...UBA Focus News
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UBA welcomes five new members: Besix, Galler, JustEatTakeAway, NMBS, Smappee
Five new companies have joined the UBA community: BESIX, Galler, Just Eat Takeaway.com, SNCB...News
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Effie 2026: the campaigns that made a difference
23 awards, including two Golds: the Effie Awards 2026 once again put marketing effectiveness...UBA Focus News
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Green claims: what has changed since 27 September 2026?
Since 27 September 2026, the new European rules stemming from the Empowering Consumers for t...UBA Focus News
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Advertising rules now centralised in one code
The Belgian Advertising Code now brings together the main rules governing advertising in Bel...UBA Focus News
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New anti-greenwashing rules: is your sustainability communication ready for 27 September?
From 27 September 2026, the European Empowering Consumers for the Green Transition (ECGT) Di...UBA Focus News
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Les Binet on the cost of small thinking
At UBA Media Date 2026, Professor Les Binet delivered a blunt warning: the industry’s ...UBA Focus News
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AI in advertising: new guidelines for transparency and responsible use
To help the Belgian advertising ecosystem use AI responsibly, the Advertising Council and it...UBA Focus News
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What 838 brand builders taught us about UBA. And where it should be heading
What does UBA need to offer to remain indispensable in a world where AI is rewriting the rul...News
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When is it mandatory to disclose the use of AI in advertising?
From 2 August 2026, new transparency obligations under the European AI Act become applicable...UBA Focus News
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Why marketing effectiveness has never been more critical
Despite having access to more marketing data, dashboards and measurement tools than ever bef...UBA Focus News
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Is sound the most overlooked brand asset ?
Despite substantial investments in visual identity & media placements, many marketers st...News
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CIM ONE: Belgium is once again becoming a global player in media measurement
Belgium is back on the global map of media measurement. With CIM ONE, the tripartite body co...UBA Focus News
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The UBA community continues to grow: 23 new members join in the first half of the year
Our community continues to grow. Since January, we have welcomed 23 new member companies to ...News
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Digital Omnibus : Who controls consent?
In our previous article, we explained why the Digital Omnibus matters for marketers, adverti...UBA Focus News
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Digital Omnibus : Why audience measurement is at stake
When the European Commission launched its Digital Omnibus initiative, it looked like a techn...UBA Focus News
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Les Binet: Why marketing needs to think bigger again
For years, marketers have been told to do more with less. Budgets have come under pressure, ...UBA Focus News
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Are brands winning attention but losing relationships?
In today's marketing landscape, grabbing and keeping consumers' attention has become harder ...UBA Focus News
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BPX and XMC map audience attention to ads
In addition to reach figures, insights into attention to advertisements provide important in...UBA Focus News
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Data governance as a growth lever
At the UBA Exchange Community Data & Tech session, experts showed why marketing performa...UBA Focus News
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How to improve personalisation and targeting in a fragmented customer journey
During the UBA Exchange Community Data & Tech session, experts from iO, Google and Publi...UBA Focus News
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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
