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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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Belgian Advertising Ecosystem: Engine of the economy and society
On 23 September, advertisers, media companies, and agencies gathered in the prestigious sett...News
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Local advertising as a driver of innovation
At the second State of the Union, industry leaders and policymakers highlighted the importan...News
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Europe turns its eye to audience measurement
Effective since 8 August, the European Media Freedom Act (EMFA) aims to reinforce the indepe...News
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Growing brand equity: key insights for strategic marketing decisions
Kantar recently announced the Top 30 strongest brands in Belgium, as determined by its annua...News
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Why responsible marketing is a growth strategy for the future
Is it worthwhile to keep focusing on sustainability, diversity and transparency in uncertain...UBA Focus News
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Join the Belgian Marketing Awards ceremony
oin the Belgian Marketing Awards ceremony to celebrate the most impactful marketing achievem...News
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Which 35 cases stand a chance of winning a coveted Bronze, Silver or Gold Effie 2025?
Effie Belgium announced the contenders following its traditional jury day. This year, the or...News
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The myth of happiness at work
Is happiness truly the key to a strong company culture? Focusing on wellbeing and smiling fa...News
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From data to dialogue: speaking the CFO’s language
At a recent UBA round table, CMOs examined how to balance long-term brand building with shor...UBA Focus News
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Why Steven Van Belleghem believes you should attend the Spotlight on Customer Experience event
We are happy to bring the leading Customer Experience Benchmark study to Belgium for the sec...News
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Data clean rooms: key learnings from Belgian marketers
As third-party cookies are gradually phased out, data collaboration is becoming an increasin...News
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UBA welcomes 3 new members: Greenyard, Pauwels Sauces and Puilaetco
The shared ambition to grow their brand and the desire to connect with fellow brand builders...News
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Measuring what matters in marketing
Marketing effectiveness is one of the biggest challenges for today’s brand builders. W...UBA Focus News
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How marketers shape growth
In competitive markets, growth is never accidental. It stems from deliberate decisions, shar...UBA Focus News
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Marketing Effectiveness: from best practice to common practice?
“We now have all the necessary information to make the right marketing decisions. Thos...UBA Focus News
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Are you serious about effectiveness?
In an age of abundant data, multiplying channels and rising expectations, marketing has beco...UBA Focus News
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12 principles for responsible AI in advertising
The Advertising Council and its members including UBA, publisch new guidelines to help brand...UBA Focus News Publications
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The rise of data collaboration: opportunities for brands and marketing actions
During the UBA Exchange Community Data & Technology session, leading experts revealed ho...News
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UBA welcomes 5 new members: Bank B, Brouwerij De Brabandere, Era, Pernod Ricard and Rainpharma
The shared ambition to grow their brand and the desire to connect with fellow brand builders...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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It’s time to put effectiveness first
I believe marketing deserves more than ROI reviews. At the UBA Media Date, I’ll share ...UBA Focus News
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Brand building in the AI race: mind your audience’s hurdles
Artificial intelligence is rapidly transforming businesses, products and services. But amids...UBA Focus News
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Stereotypes are costing brands
A new study challenges two persistent beliefs in advertising: that young faces appeal to eve...UBA Focus News
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Communicating sustainability pays off
The new Responsible Business Index reveals that two of the three most reputable companies in...UBA Focus News
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How agentic AI is reshaping your marketing team
What lies beyond automation? The opportunity to start building a truly empathic brand...with...UBA Focus News 60 minutes
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Bias in AI: risks for brands
Generative AI reflects the biases of our society. For brands, adopting an inclusive approach...UBA Focus News 60 minutes
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How AI is reshaping market research
We’re in the midst of a seismic shift in the insights and intelligence industry. Power...UBA Focus News 60 minutes
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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 brands grow by holding on to what works
If you work in marketing today, chances are you’re being asked to do more with less. L...UBA Focus News
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Stronger protection for youth in food advertising: age limit raised to 16
As of 1 January 2026, food companies, retailers, restaurant chains and advertising stakehold...UBA Focus News
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UBA calls for open advertising access on VRT
UBA urges open access to advertising on VRT platforms to strengthen the competitiveness of F...News
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How can omni-channel retailers unlock the power of retail media?
Retail media is fast becoming the third wave of digital advertising, beyond search and socia...News
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BPX unites publishers for a bold future
The Belgian Publishing Experience (BPX) officially launched at Kasteel Terblock, marking a t...News
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Future of Do Not Call list under threat
A new bill proposes to replace the popular Do Not Call list with an opt-in system. This prop...News
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Stronger together for fair and efficient pitches
ACC, UBA and UMA jointly launch Pitch Guidelines to reduce inefficiencies, elevate professio...News Publications
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Retail media and omnichannel: a blessing or a curse?
Retail media has evolved into a powerful component of omnichannel marketing. During the rece...News
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The future of marketing in Belgium: optimism and AI at the core
The WFA study "Marketer of the Future" reveals how Belgian marketers are looking ahead with ...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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JEP 2024: a record year for advertising ethics
A sharp rise in the number of complaints, a striking awareness campaign and strengthened reg...News
