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BPX and VIA call on the Flemish Government and the Wallonia-Brussels Federation to advertise in Belgian media

Tue, 06 Oct 2026 10:33:23 +0200

In his keynote at the State of the Union, Gauthier Elslander, Managing Director of Belgian Publishing Xperience (BPX), called on public authorities to rethink how they allocate their advertising budgets. In his view, a campaign’s reach should not be the only consideration: the quality of the media outlet receiving public money should also count.

The biggest threat to local media is not a lack of quality, but a lack of simplicity

Tue, 06 Oct 2026 10:43:25 +0200

How can Belgium’s media and advertising sector hold its ground in a market where international platforms attract most investment and artificial intelligence raises new questions? At the State of the Union on 28 September 2026, held at the prestigious Villa Empain, CIM and the Council for Advertising brought the sector together around a shared goal: turning cooperation into action and earning consumers’ trust.

UBA welcomes five new members: Besix, Galler, JustEatTakeAway, NMBS, Smappee

Mon, 05 Oct 2026 17:01:57 +0200

Five new companies have joined the UBA community: BESIX, Galler, Just Eat Takeaway.com, SNCB/NMBS and Smappee. Their arrival brings new expertise and perspectives to a community that connects brand builders across a wide range of sectors.

We are delighted to welcome these five diverse companies to UBA!

Presenting an AI vision within your company or team: from strategy to sense-making

Tue, 06 Oct 2026 09:33:33 +0200

Today, AI is no longer a peripheral experiment for many organisations. According to McKinsey’s The State of AI 2026, 88% of organisations now use AI in some form. However, only 7% have succeeded in scaling AI across the organisation in a way that allows them to realise its full value and return on investment.

It is precisely in this context that communication becomes critical. As investment in AI continues to grow, expectations are understandably high. Yet organisations, departments and teams often lack a clear sense of where they want to go with AI and, equally importantly, what that direction means in practice for the people who work there. A strong AI vision helps bridge this gap by translating ambition into a clear and meaningful direction for the organisation and its employees.