Belgian association expands membership to expert partners

From January 2021, industry partners with certain marketing expertise such as media companies, service providers and start-ups are eligible to join UBA Belgium. Interested companies need to have certain expertise in one of UBA’s 12 areas of expertise.

The new Expert Partner-membership type follows the association’s new positioning from “Union of Belgian of Advertisers” to “United Brands Association” unveiled in June 2020. This is part of UBA’s long-term strategic plan initiated in 2018 in four phases: expanding membership value through new activities and services, developing a content strategy, setting up an agile organisation and a community platform as a point-of-reference for all industry stakeholders.

According to UBA, the word “advertiser” no longer reflects the current reality and needs of brands. The repositioning and expanded membership aim to strengthen UBA’s leadership role in a changing marketing landscape and uphold its position as the go-to association for relevant expertise in marketing and communications in Belgium.

Despite the expanded membership, UBA emphasised that the association’s mission will remain focused on advertisers and the role of brands in society.

For more information, contact UBA.