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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
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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
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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
