Knowledge & insights

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.

The UBA community continues to grow: 23 new members join in the first half of the year

Mon, 06 Jul 2026 12:18:24 +0200

Our community continues to grow. Since January, we have welcomed 23 new member companies to UBA. On average, almost one organisation joined our network of marketing and communication professionals every week.

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.”

Digital Omnibus : Why audience measurement is at stake

Tue, 30 Jun 2026 13:30:27 +0200

When the European Commission launched its Digital Omnibus initiative, it looked like a technical effort to simplify Europe’s digital rules and boost competitiveness. Many marketers initially overlooked it, seeing a dense debate about privacy rules, consent signals and GDPR changes. Yet behind that legal language is a reform that could reshape audience measurement and the balance of power in Europe’s digital media market.

Digital Omnibus : Who controls consent?

Mon, 06 Jul 2026 15:05:10 +0200

In our previous article, we explained why the Digital Omnibus matters for marketers, advertisers and media companies. We examined the concerns surrounding Article 88a and the potential impact on independent audience measurement, transparency and competition. In this article, we turn to Article 88b and examine how industry organisations are working to shape a balanced outcome.

Are brands winning attention but losing relationships?

Mon, 29 Jun 2026 12:25:54 +0200

In today's marketing landscape, grabbing and keeping consumers' attention has become harder than ever. They are exposed to thousands of commercial messages every day. Algorithms optimise campaigns in real time, marketers track clicks and conversions with increasing precision, and media plans can be adjusted at the touch of a button. Yet despite all these technological advances, many brands face a growing challenge: they succeed in capturing attention for a moment, only to be forgotten shortly afterwards.

Data governance as a growth lever

Mon, 29 Jun 2026 13:08:01 +0200

At the UBA Exchange Community Data & Tech session, experts showed why marketing performance increasingly depends on trusted, well-governed data. The key message: brands do not win by collecting more data, but by using it more responsibly.

How to improve personalisation and targeting in a fragmented customer journey

Mon, 29 Jun 2026 14:49:43 +0200

During the UBA Exchange Community Data & Tech session, experts from iO, Google and Publicis Groupe showed that AI can make personalisation more effective when it helps connect data, content and intent to create more relevant and more coherent customer journeys.

BPX and XMC map audience attention to ads

Mon, 29 Jun 2026 13:34:06 +0200

In addition to reach figures, insights into attention to advertisements provide important information for predicting advertising effectiveness. Until now, little information has been available on this subject. That is why the Cross Mediaal Consortium (XMC), in consultation with the Belgian Publishing Xperience (BPX), decided to conduct an in-depth study. “The classic debates, such as print versus digital or publisher media versus social media, are finally being conducted on the basis of objective behavioural data.”

Les Binet: Why marketing needs to think bigger again

Mon, 29 Jun 2026 13:34:06 +0200

For years, marketers have been told to do more with less. Budgets have come under pressure, accountability has increased, and digital tools have made it possible to measure almost every click, view and conversion. Efficiency has become the dominant language of modern marketing. But what if this relentless pursuit of efficiency is actually making marketing less effective?

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.

The social media strategy needs to be better integrated into the customer journey

Wed, 24 Jun 2026 10:52:42 +0200

The Social Media & Influencer Barometer (SMI) Barometer 2026 shows that Belgian consumers increasingly use social media, influencers, podcasts and artificial intelligence in complementary ways. For brands, the challenge is no longer to rely on one dominant channel, but to define the right role for each platform across the customer journey.

Blog series - In the age of AI, agencies must become true strategic partners. (2/5)

Mon, 22 Jun 2026 16:40:10 +0200

During two round tables, UBA brought together advertisers from different sectors to explore how their collaboration with creative and media agencies is evolving in the age of AI. The discussions showed that artificial intelligence does not make agencies less important. As asset production becomes more efficient, brands expect agencies to contribute more strongly to strategy, market understanding, customer insight and integrated planning.

Stop Preaching CX. Talk Business.

Tue, 16 Jun 2026 07:03:51 +0200

Why engaging the organisation around CX starts with speaking the language of your internal stakeholders.

Spotlight on Customer Experience 2026

Tue, 16 Jun 2026 07:03:52 +0200

Brands win by turning their promise into experience

Customer experience is no longer just about reducing churn or improving operational performance. As Kantar evidence and thinking have consistently shown. Delivering meaningfully different experiences is one of the most powerful levers for brand growth (Kantar BrandZ Most Valuable Global Brands Study 2026). Experiences shape perceptions, drive preference, and ultimately influence market share. In fact, experiences with brands can contribute up to 75% of brand predisposition, far outweighing the impact of paid media and brands that improve on customer experience are also significantly more likely to grow their market share.

The 2026 edition of Spotlight on Customer Experience reinforces this fundamental truth: brands that do very well in CX are those that succeed in translating a clear, distinctive promise into tangible experiences.

An NPS of 70 isn’t won. It’s earned, every single day.

Tue, 16 Jun 2026 07:03:53 +0200

How three fundamentals shape customer experience at Mobile Vikings.

Most Belgian telcos have an NPS between 0 and 20. Mobile Vikings sits at 70. That gap doesn’t come from a clever campaign or a once-a-year retention push. It comes from a stubborn refusal to treat customer experience as a department — and a relentless focus on making customers feel smart for choosing us.

Designing a customer experience that truly resonates

Tue, 16 Jun 2026 07:03:54 +0200

How bol translates its mindset into tangible impact

In a world where convenience is the norm, it is not the biggest or fastest players that make the difference, but those who manage to provide customers with truly excellent service. Not just once, but day in, day out.

That is exactly what bol is committed to. Behind the platform, which serves 14 million customers and 43,300 partners, lies a clear vision of the customer experience: simple at the front end, well thought-out at the back end.

Efficiency is not the ultimate goal of an AI strategy

Tue, 16 Jun 2026 07:03:54 +0200

What does customer loyalty even mean in a world where AI eliminates every obstacle, compares every price and can handle every purchase?

New Chair, Clear Vision.

Tue, 09 Jun 2026 17:47:16 +0200

UBA's new Chair Aude Mayence on brand building, humanity, and what UBA must become.

Content marketing that drives results

Tue, 26 May 2026 09:47:41 +0200

The ACC Expert Center Content Marketing launches a new casebook featuring 19 Belgian cases that demonstrate how content marketing connects brand building with measurable business impact. An inspiring publication showing how brands build trust, relevance and measurable business impact through strong and consistent content strategies.

How agentic AI reshapes customer support

Tue, 26 May 2026 14:32:41 +0200

On 19 May 2026, the UBA 60 minutes session with Hannah Patronoudis and Michiel Vandendriessche from Raccoons explored how agentic AI can move customer support from answering questions to taking action. For marketing and brand managers, the key question is no longer only what to automate, but what kind of customer experience an autonomous system should deliver.

Cross-platform video measurement: A guide to TOVA Post-Buy for advertisers

Wed, 13 May 2026 13:56:02 +0200

In today’s fragmented media landscape, measuring the true impact of advertising campaigns across both traditional television and streaming platforms is a complex challenge. Enter TOVA Post-Buy, a new CIM initiative designed to provide advertisers with a clearer, more accurate, and unified view of their video campaign performance.

Give AI context to improve competitiveness

Wed, 13 May 2026 13:49:11 +0200

AI is becoming a new intermediary between your customers and your brand. To be found, understood and recommended, your brand needs to provide clear context: structured data, reliable content and more tailored digital experiences.

EU delays AI labelling requirements to 2 December 2026

Tue, 12 May 2026 17:48:19 +0200

The application of AI labelling and transparency requirements under the EU AI Act is expected to be postponed to 2 December 2026.

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.

Why true cross-media measurement remains a challenge?

Tue, 05 May 2026 08:48:32 +0200

At the UBA Exchange Community session on Cross-Media Measurement and CIM ONE, Yannick Carriou, CEO of Médiamétrie, set the stage with a candid and highly nuanced keynote. His message was clear: while cross-media measurement is one of the most urgent priorities in today’s media landscape, it is also one of the most complex, and progress will require patience, collaboration, and pragmatism.

How the CIM became a thought leader on the international stage

Mon, 27 Apr 2026 13:13:41 +0200

The roll-out of CIM ONE is generating interest abroad. CIM has been invited to explain its cross-media efforts at various conferences, thereby continuing to contribute to the international camaraderie that has long characterised the audience measurement sector

Blog series - Brand-agency collaboration in times of AI. Four key insights. (1/5)

Thu, 30 Apr 2026 09:39:15 +0200

AI is not just transforming how work gets done. It is reshaping the expectations, roles and value exchange between brands and agencies. As a result, many advertisers are reassessing what they expect from their agency partners and rethinking the way they collaborate. What should this collaboration look like going forward?

How to build a successful employer brand

Mon, 27 Apr 2026 14:13:12 +0200

In an increasingly competitive and transparent talent market, employer branding has become a strategic priority. Attracting and retaining talent is no longer just about visibility. Today’s candidates are looking for purpose, authenticity, and a consistent experience at every touchpoint.

So, what truly makes an employer brand successful?

Advertising around schools: a clear framework for Out-of-Home

Thu, 23 Apr 2026 15:32:17 +0200

As part of the evolution of self-regulatory codes for alcoholic beverages and food products, the sector has recently strengthened its commitment to responsible communication, particularly around schools. To ensure a uniform and operational application, the partners of the sectoral agreements collaborated with the Association of Outdoor Advertising Operators (AEA) to develop an implementation note

Agentic search: what brands must do

Tue, 26 May 2026 14:32:53 +0200

Agentic search is moving from answers to actions. In this 60 minutes session, Germain Deflandre, Co-founder & Co-CEO at MentionLab, and Pierre Georges, Co-founder at MentionLab, explain why brand builders should prepare now as AI agents start comparing offers, filling forms and shaping who gets chosen.

Media inflation cools in Belgium

Mon, 20 Apr 2026 17:01:21 +0200

Each year around this time, the World Federation of Advertisers (WFA) releases its biannual survey about media price inflation predictions known as WFA Outlook. Once again, UBA shares the key insights and results for Belgium, along with a comparison to surrounding markets. A notable observation is that total media cost inflation in Belgium reached 4.3% in 2025, lower than the 5.1% in 2024. This downward revision sends a positive signal, confirming a continued stabilisation of the market.

Why CIM ONE is not a global initiative

Mon, 13 Apr 2026 11:59:46 +0200

Glocalisation proves to be the preferred strategy when establishing a cross-media measurement methodology. This does not change the fact that the JICs (Joint Industry Committees) support and inspire one another, with the Belgian CIM taking a leading role in providing mutual assistance. A prelude to the UBA Exchange Community on CIM ONE, which will take place on 24 April.

How agentic AI reshapes media planning

Wed, 13 May 2026 13:50:12 +0200

In this session of 60 minutes on agentic AI in media campaigns, David Billings, Chief Strategy Officer at Empathy Lab by EPAM, explained how AI and agentic AI are changing media planning from a complex, fragmented process into a more connected way of working to plan smarter campaigns with stronger business impact.

Apply AI transparency in marketing communications: a practical guide for brand leaders

Thu, 09 Apr 2026 11:21:14 +0200

Images, videos, voices, visuals and texts generated or enhanced by AI are now part of the everyday reality for marketing teams. While this evolution offers new creative and operational opportunities, it also raises a key question for brands: when and how should the use of AI be made transparent to consumers?

The new reality of media consumption in Belgium: from Gen Z to baby boomers

Thu, 09 Apr 2026 11:22:44 +0200

Deloitte’s Digital Consumer Report shows that Belgian consumers are not moving in one direction. Device use, streaming habits, audio platforms and news behaviours now vary sharply by generation.

For brand builders, the shift is less about one dominant channel and more about how screens, formats and AI are reshaping attention, discovery and trust.

A checklist for ethical advertising

Mon, 30 Mar 2026 15:01:43 +0200

The Council for Advertising launches a practical checklist to integrate ethics into every stage of your campaigns. A concrete tool to anticipate risks, build trust and structure responsible communication.

UBA welcomes 4 new members: Beduco, Goed Hulpmiddelen, Hungry Minds and Idewe

Mon, 30 Mar 2026 15:13:58 +0200

As of 1 January 2026, our community reached a milestone of 400 member companies, a number we’re proud to share. In 2025 alone, 37 new companies joined the UBA community.
It makes it all the more special that in the first 3 months of 2026, 10 more new members joined.

These are the new members: Astra Sweets, Beduco, Fost Plus, Goed Hulpmiddelen, House of Weddings, Hungry Minds, Idewe, In-Lite, NTT Data and Saxo Bank.

What these companies have in common is their shared ambition to build stronger brands and their eagerness to connect with like-minded brand builders.

DNCM strengthens its commitment to respectful telemarketing with a new website

Tue, 31 Mar 2026 09:38:23 +0200

In 2026, DNCM continues to actively promote a more respectful and responsible telemarketing sector. By supporting professionals with clear guidelines and actionable insights, DNCM contributes to sustainable and customer-focused communication.