CMI

What 838 brand builders taught us about UBA. And where it should be heading

Thu, 13 Aug 2026 16:47:32 +0200

What does UBA need to offer to remain indispensable in a world where AI is rewriting the rules of marketing, budgets are under pressure, and knowledge is available everywhere?

That question was at the heart of our latest member survey, conducted together with Profacts.

We invited our members to tell us honestly where UBA delivers real value, where we still fall short and what they expect from us in the years ahead.

The response exceeded our expectations. No fewer than 838 professionals shared their views. Their feedback paints an encouraging picture, but it also challenges us to keep evolving.

Here are the insights that stood out most.

Why marketing effectiveness has never been more critical

Mon, 27 Jul 2026 15:04:45 +0200

Despite having access to more marketing data, dashboards and measurement tools than ever before, many advertisers still struggle to translate insights into better business decisions. According to new research from the World Federation of Advertisers (WFA) and Ebiquity, two-thirds of brand owners acknowledge they are not yet where they need to be when it comes to paid media measurement.

CIM ONE: Belgium is once again becoming a global player in media measurement

Mon, 06 Jul 2026 14:52:51 +0200

Belgium is back on the global map of media measurement. With CIM ONE, the tripartite body comprising advertisers, media, and media agencies is building a system to measure local media and international platforms against a single objective standard. Luc Suykens, CEO of UBA (United Brands Association) speaks of a historic transformation. This has been made possible by something that rarely happens of its own accord: a tripartite body with its governance in place. “Governance is often called politics, but getting everyone on the same page before you start spending money is essential.”