AI

From agency to strategic partner: why evaluation is a key element of collaboration

Mon, 22 Jun 2026 10:47:28 +0200

Brands and agencies today operate in an increasingly complex context. Campaigns need to be faster, more consistent and more measurable. At the same time, budgets are under pressure, teams are often smaller and expectations are higher. In this reality, a classic client-supplier relationship is no longer enough. Brands need agencies that do not only execute, but also think along with them, challenge them and share responsibility for results. That is why it is important to evolve towards real strategic partnerships.

Blog series - In the age of AI, agencies must become true strategic partners. (2/5)

Mon, 22 Jun 2026 16:40:10 +0200

During two round tables, UBA brought together advertisers from different sectors to explore how their collaboration with creative and media agencies is evolving in the age of AI. The discussions showed that artificial intelligence does not make agencies less important. As asset production becomes more efficient, brands expect agencies to contribute more strongly to strategy, market understanding, customer insight and integrated planning.

How agentic AI reshapes customer support

Tue, 26 May 2026 14:32:41 +0200

On 19 May 2026, the UBA 60 minutes session with Hannah Patronoudis and Michiel Vandendriessche from Raccoons explored how agentic AI can move customer support from answering questions to taking action. For marketing and brand managers, the key question is no longer only what to automate, but what kind of customer experience an autonomous system should deliver.