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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.”