Kennis & inzichten

UMA-UBA Benchmark: collaboration reshapes the media mix

Tue, 23 Jun 2026 16:08:03 +0200

The latest UMA-UBA Benchmark reveals a stabilisation of digital advertising in Belgium, alongside a more transparent and comprehensive view of the media landscape. Expanded collaboration across the ecosystem, including publishers (BPX and Trustmedia) and media sales houses (VIA), provides new insights into how net media investments are evolving in Belgium and underscores the resilience of local players.

Marketing Effectiveness deserves a certification

Tue, 23 Jun 2026 16:09:14 +0200

Marketing has never been under more pressure to prove its value. Budgets are scrutinised, expectations are higher than ever and management teams increasingly demand clear evidence of business impact. Yet at the same time, our profession continues to struggle with an overload of metrics, unclear definitions and inconsistent measurement practices. In this context, UBA is launching a certification in marketing effectiveness to bring clarity and structure to how we measure and report marketing impact.

Forecast 2026: The consumer trends redefining your next brief

Tue, 23 Jun 2026 16:10:04 +0200

At The Future Laboratory, our business is the future and for over two decades, we have been helping organisations to navigate uncertainty by identifying the macrotrends and behavioural shifts that define tomorrow. And our foresight research tells us one thing with absolute certainty: the playbook that built the last decade’s biggest brands is officially obsolete.