Knowledge & insights

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?

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)

Mon, 27 Apr 2026 16:24:14 +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?

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

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.

How agentic AI reshapes media planning

Mon, 13 Apr 2026 16:26:07 +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.

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.

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.

Win-win for media and advertisers: why CIM ONE is more than a modern measurement tool

Tue, 31 Mar 2026 12:12:01 +0200

126,5 million euros between now and 2030: that is the additional value that CIM’s new hybrid measurement method has is store for the media landscape. At the very least, because the calculations focus solely on the quantifiable effects in the TV and video domain. And without being detrimental to advertisers, because thanks to a better understanding of the public higher returns lie on the horizon.

A strong event briefing makes the difference

Tue, 31 Mar 2026 16:06:55 +0200

A successful event does not start with the venue, the catering or the speakers, but with a well-thought-out briefing. With the Client Event Briefing document, UBA and ACC provide a practical and structured guide to help clients and event agencies align as effectively as possible.

Cross-media measurements with an eye for effectiveness

Mon, 09 Mar 2026 15:01:13 +0100

How do players such as Ads & Data, DPG Media Advertising and Vlaamse Audiovisuele Regie (VAR) view developments in the field of media measurements? Experiential experts Rikkert Van Loo, Tim Van Doorslaer and Alex Thoré discuss the matter.

Marketing Effectiveness deserves a certification

Tue, 03 Mar 2026 07:25:01 +0100

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.

JEP 2025: A fast, responsible and respected system

Tue, 03 Mar 2026 07:23:57 +0100

In 2025, the Jury for Ethical Practices in Advertising (JEP) confirms the strength of Belgium’s self-regulatory system. The awareness campaign launched by the JEP in 2024 to increase its visibility among the general public led to an exceptional rise in the number of cases. In 2025, volumes returned to a more stable level.

Underlying trends remain clear: social responsibility and advertising for alcoholic beverages dominate the cases reviewed.

Belgian Shopper Trends 2026 - How shoppers seek stability yet still treat themselves in uncertain times

Tue, 03 Mar 2026 07:23:58 +0100

Across Europe in 2026, shoppers are navigating an environment marked by economic tension, social concerns, and rising mental pressure. In this climate, consumers adopt new ways to protect themselves, distract stress, or regain a sense of control.

Nick Manning: “Advertisers must put their budget where the brains are”

Tue, 24 Feb 2026 09:43:15 +0100

Recently, UBA organised an exclusive event in the magnificent setting of La Monnaie in Brussels. The guest speaker at this edition of CMO voices was the independent British media expert, consultant and columnist Nick Manning. Before the start, Griet Byl, Chief Editor of Media Marketing, had the opportunity to ask the famous expert a few questions. The result: a concentration of particularly pertinent insights, fully befitting the excellence of the venue.

Can AI help you? Designing CX for the AI-Native Generation

Tue, 24 Feb 2026 10:30:35 +0100

Gen Z and Gen Alpha treat technology like an extension of themselves. Marketers and brand managers must combine fast, personalized AI with emotional intelligence, transparency, and a real human touch to meet the next generation’s CX expectations.

How Belgian brands can thrive in the “uneasy decade”

Tue, 24 Feb 2026 09:04:17 +0100

In a world where Harvard economist Kenneth Rogoff predicted Bitcoin would fall to $100 rather than climb to $100,000, and where Bart De Wever confidently declared "Trump is over and out" in 2021, one thing becomes clear: predicting the future is challenging, to say the least. Yet for advertisers and brands, understanding the trends shaping consumer behavior has never been more critical to build resilience.

Reliable cross-media measurements are more essential than ever: “By 2030, media planning will be fully automated”

Tue, 24 Feb 2026 09:04:18 +0100

The evolution towards cross-channel media measurement is in full swing, whether in Belgian media agencies or in CIM, “which is gradually evolving from a mere measurement institute into a data provider and an enabler”.

Cross-media measurement: a key element of media planning

Tue, 10 Feb 2026 10:44:30 +0100

Advertisers are very well aware that it is not individual channels, but the consumer who must form the starting point of their media planning. In the resulting need for reliable cross-media measurements, they fortunately feel strengthened by the evolutions within the CIM. This is what Coralie Dalq (Alken-Maes), Annelore Van Hove (Delhaize) and Luc Eeckhout (UBA) explain.

When should you disclose the use of AI in advertising?

Wed, 11 Feb 2026 15:35:01 +0100

Artificial Intelligence is everywhere in advertising creation: images, videos, text, audio, chatbots, personalisation… But when do you need to indicate that content has been created or modified with AI? Here is an update on obligations that are already clear (deepfakes, virtual interactions) and on future transparency recommendations in Belgium and at European level.

Marketing2030: UBA and WPP bring the Belgian CMO voice into the global debate

Tue, 10 Feb 2026 12:05:14 +0100

Today, marketing faces strategic choices that will shape tomorrow’s growth. Looking ahead to 2030, CMOs are confronted with fundamental tensions: short term versus long term, human creativity versus technology, and global scale versus local relevance.

It is from this reality that Marketing2030 was launched: an ambitious international initiative that aims to define how marketing should be organised and developed in order to deliver sustainable business growth towards 2030.

Effie Awards 2025 case study: how Mobile Vikings conquered the market without promotions

Thu, 05 Feb 2026 14:04:01 +0100

With the award-winning ‘Play it smart’ campaign, Mobile Vikings proved that growth is possible in a saturated market, even without price reductions or promotions. Developed by At-thetable and Essence Mediacom, the campaign not only delivered impressive results, but also set a benchmark for sustainable brand strategy.

Case study Effie Awards 2025: how Foodbag won gold with ‘Opscheppen met Foodbag’

Mon, 02 Feb 2026 22:26:41 +0100

Foodbag, the Belgian meal-kit pioneer, won a Gold Effie at the Effie Awards Belgium 2025 with the campaign “Opscheppen met Foodbag”: an inspiring business case that demonstrates how a clear insight, creative boldness and effective execution come together to create real growth.

UBA welcomes 6 new members: Astra Sweets, Fost Plus, House of Weddings, In-Lite, NTT Data and Saxo Bank

Mon, 02 Feb 2026 13:03:08 +0100

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

Unboxing modern brand building in the creator era: Lessons from Effie Europe 2025

Tue, 03 Feb 2026 10:23:48 +0100

The Effie Awards Europe celebrates one thing above all: marketing effectiveness. And this year’s winners offer an especially powerful window into how modern brands grow—through partnership, cultural relevance, and coherence across platforms.

As strategic insights partner to Effies, Kantar works with Effie Europe to understand the why behind these campaigns.

Trends in Social Media 2026

Tue, 03 Feb 2026 15:29:04 +0100

In its 2026 report titled “Social with Substance & the Return to Real”, Ogilvy Social.Lab (OSL) outlines five essential "Rules of Realness" for brands to build meaning and cultural impact in an AI-accelerated social landscape.

What Matters in Belgium: The trends shaping consumers in 2026

Mon, 26 Jan 2026 23:02:32 +0100

What matters to people and what does that mean for brands? It’s a question we explore every year in Human8’s global consumer trend report. In 2026, the answer is more layered than ever.

Forecast 2026: The consumer trends redefining your next brief

Tue, 03 Feb 2026 08:53:08 +0100

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.

CIM boosts transparency in advertising

Tue, 27 Jan 2026 08:46:06 +0100

Figures show that brands are allocating an increasingly large share of their advertising budgets to online media. But assuming they don't critically reflect on these investments would be a mistake. Advertisers too are questioning the dominance of the platforms – particularly when it comes to effectiveness. The call for transparency is growing louder. CIM (Center for Information about Media) is stepping up to the challenge.

Picture: Koenraad Deridder, General Manager, CIM

Green claims: new EU rules approaching

Mon, 19 Jan 2026 16:51:30 +0100

From September 2026, environmental claims will be tightly regulated in the EU. The ECGT Directive sets strict standards to ensure transparency, credibility and consumer protection in sustainability communication.

Digital Benchmark: you can still participate!

Tue, 20 Jan 2026 13:28:17 +0100

The countdown has begun! UBA is currently collecting data for the new edition of the annual Digital Benchmark study, conducted in collaboration with UMA (United Media Agencies). This benchmark study analyses net investments in digital media in Belgium, which in 2024 accounted for 41.9% of total media investments.

AI didn't break leadership, it revealed how we think

Thu, 05 Feb 2026 16:57:30 +0100

Step into the future with Rahaf Harfoush at UBA Trends Day 2026
On 19 March 2026, digital anthropologist Rahaf Harfoush takes the stage at UBA Trends Day with a powerful keynote: Leading humans in a machine age. Curious about her vision? Get a sneak preview here.

UBA reaches 400 member companies

Mon, 19 Jan 2026 16:08:41 +0100

2025 has been a truly successful year for UBA. With 37 new member companies joining our community, we now proudly count 400 member companies.

Gen X: Uncool to Ignore, Expensive to Miss

Tue, 20 Jan 2026 13:28:41 +0100

Generation X has never been particularly interested in being visible. And that, paradoxically, is exactly why it has become one of the most misread and underestimated forces in contemporary markets.

In a marketing culture obsessed with what’s next - the next platform, the next cohort, the next behavioural spike - Gen X has slipped into a structural blind spot. Born roughly between 1965 and 1980, this generation is routinely framed as transitional: too old to be digital natives, too young to be cultural legacy. In reality, Gen X is neither. It is one of the most economically powerful, professionally embedded and culturally stabilising generations in Europe today.

For brand leaders, this matters. Not as a diversity correction, but as a commercial and strategic one.

Revenue Growth Management in 2026: precision, purpose, and profitability

Tue, 13 Jan 2026 13:16:31 +0100

After several years of inflation, volatility, and disrupted consumer behavior, Revenue Growth Management (RGM) has become a strategic imperative for Consumer Goods manufacturers and retailers. As we have entered 2026, growth is harder to achieve: price increases are no longer a given, competition is intensifying, and consumers are more deliberate, value-conscious, and emotionally driven in their purchasing decisions.

There is a huge market for tech that doesn't suck

Thu, 05 Feb 2026 13:22:53 +0100

On 19 March 2026, Meredith Whittaker (president Signal) will take to the stage at the UBA Trends Day. The topic of her keynote speech? AI, power & ethics: tech that serves people, not the other way around. Get a sneak preview here.