Kennis & inzichten

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.

What if your pitches are costing you the best agencies?

Mon, 22 Jun 2026 12:06:15 +0200

As a marketer, you ask yourself the same question with every investment: “What’s in it for me?” When it comes to a pitch process, the opposite question is just as relevant: “What’s not in it for me?”

Every pitch requires time, money and focus. The ACC Pitch Report 2026 shows that a fair and well-considered process, aligned with the principles of the Pitch Charter, is not only better for agencies. It also leads to better decision-making for brands.

Do you work with certified influencers?

Fri, 26 Jun 2026 16:47:50 +0200

Launched in October 2025, the Influencer Marketing Certificate in Belgium already counts around 200 certified influencers and is already supported by 8 brands in Belgium: L’Oréal, Engie, La Loterie Nationale, Proximus, Coca-Cola, Unilever, Fnac and Alken-Maes.

UBA invites all brands to work with certified influencers, or to encourage them to obtain the certification, and to integrate this requirement into their collaborations.