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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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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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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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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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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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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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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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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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How search habits are evolving
During a “60 minutes” session, Cédric Cauderlier, Lead Digital Strategist...UBA Focus 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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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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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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Humour in advertising: how far is too far?
Humour grabs attention and triggers emotion, making it a powerful advertising tool but not a...UBA Focus News
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Towards more transparency and mutual understanding in the influencer industry
The Belgian influencer sector has taken a clear step towards greater professionalism, better...UBA Focus News
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How to adapt your distribution strategy in a changing landscape?
Speaking: Koen Denolf. This video is part of the UBA Training 24/7 video course "What a...News Question of the week Video
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AI in content creation: real-life use cases from agencies and brands
During the Exchange Community Content on 28 March, three inspiring talks revealed how agenci...UBA Focus News
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The social-first era and what it means for brands in 2025
Social media has long been treated as a distribution channel—just another place to pus...News
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Six intellectual property risks of GenAI in marketing
Marketers' concerns about intellectual property (IP) and copyright are preventing brands fro...UBA Focus News
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ACC releases ‘How to build a successful influencer campaign’.
This whitepaper serves as a comprehensive guide to building successful influencer campaigns....News
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Key elements for an impactful collaboration with influencers
During the Exchange Community Content session, Kel Wouters, influencer marketing strategist ...UBA Focus News
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What opportunities do virtual influencers offer for brands?
Virtual influencer marketing is evolving rapidly. Advances in artificial intelligence (AI), ...UBA Focus News
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Do travel influencers provide enough brand visibility?
Influencers have become an essential marketing tool, including in the travel industry. But h...News
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New Client-Agency contract including the use of AI
As a key player in the marketing and communications sector, building strong relationships be...UBA Focus News Publications
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AI is changing the game in search marketing
On October 3rd, during the "Exchange Community Data & Technology" session, Corentin Donn...UBA Focus News
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From UX to AX: Why Argenta's customers are so satisfied
In a Kantar study on customer experience across 64 brands, Argenta achieved the highest scor...News
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The role of inspiration in the customer experience at IKEA
Inspiration lies at the heart of IKEA's customer experience. It’s the key ingredient t...News
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The Advertising Council unveils a new strategy
Observation, advisory, communication, and regulation are the four pillars on which the Adver...News
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How AI is transforming marketing and communication
UBA offers a wide range of resources to support marketing and communication professionals in...UBA Focus News
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5 media trends to win during sports events
As UEFA Euro 2024 kicks off and the Paris Olympic Games loom on the horizon, Publicis Groupe...News
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Community marketing: building deeper engagement with your brand
Engaging with groups of individuals united by a brand, product, or shared interest is a powe...News
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Ten social media trends in Belgium
Influencer recommendations are having an increasingly significant impact on product and serv...News
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What are the legal and ethical challenges of AI in content creation?
Artificial Intelligence (AI) is emerging as a true driver of change, particularly in content...UBA Focus News
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Social media in Belgium
As 2024 begins, the social media landscape in Belgium is marked by a wide variety of platfor...News
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New recommendations regarding influencers for more transparency
Influencers are becoming increasingly important in promoting brands. Therefore, the Communic...News Publications
