Brand Strategy

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.

Is sound the most overlooked brand asset ?

Mon, 13 Jul 2026 12:08:38 +0200

Despite substantial investments in visual identity & media placements, many marketers still treat sound as an afterthought. In doing so, they underutilize one of the most powerful tools available to them: sonic assets.

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.”