Marketing Effectiveness

Blog series - Brand-agency collaboration in times of AI. Four key insights. (1/5)

Mon, 27 Apr 2026 16:24:14 +0200

AI is not just transforming how work gets done. It is reshaping the expectations, roles and value exchange between brands and agencies. As a result, many advertisers are reassessing what they expect from their agency partners and rethinking the way they collaborate. What should this collaboration look like going forward?

How the CIM became a thought leader on the international stage

Mon, 27 Apr 2026 13:13:41 +0200

The roll-out of CIM ONE is generating interest abroad. CIM has been invited to explain its cross-media efforts at various conferences, thereby continuing to contribute to the international camaraderie that has long characterised the audience measurement sector

Media inflation cools in Belgium

Mon, 20 Apr 2026 17:01:21 +0200

Each year around this time, the World Federation of Advertisers (WFA) releases its biannual survey about media price inflation predictions known as WFA Outlook. Once again, UBA shares the key insights and results for Belgium, along with a comparison to surrounding markets. A notable observation is that total media cost inflation in Belgium reached 4.3% in 2025, lower than the 5.1% in 2024. This downward revision sends a positive signal, confirming a continued stabilisation of the market.