PRESS RELEASE
Universem reinvents itself with Total Brand Performance
How do you reinvent yourself after 18 years? How do you adapt to a constantly changing world? What bridges exist between digital marketing in 2010 and 2025? Is performance marketing still relevant amidst the explosion of channels, audiences, and the rise of omnichannel strategies powered by first-party data?
“Today, 52% of marketing investments are digital, and this figure climbs to around 70% for SMEs. Marketing strategies now start with digital, a trend that continues to grow. Back in 2007, when we launched Universem, this number was below 10%”, explains Hubert de Cartier, co-founder & CEO of Universem.
These reflections have guided Universem’s transformation from a performance marketing agency to a groundbreaking model: Total Brand Performance. Get your compass ready; Universem is here to guide you!
“Total Brand Performance is the virtuous meeting point of performance marketing, creativity, and data. While performance marketing has always been at the core of our DNA throughout the funnel, we sometimes went too far with a purely results-driven approach”, admits Hubert de Cartier. “We strongly believe that digital can also contribute to building a strong brand, not just pure performance.”
Supporting advertisers amid the challenges of a rapidly evolving digital landscape
Through close collaboration with over 60 clients, we’ve encountered numerous questions, uncertainties, doubts, and opportunities brought by technological, regulatory, and strategic changes reshaping digital marketing. Four key shifts are driving Universem’s transformation:
- The Rise of artificial intelligence
AI accelerates process automation and gives advertisers more autonomy while imposing an ever-faster pace of change.
- In-house expertise development
More organizations are building their own digital marketing skills. Universem positions itself as a guide, supporting businesses in upskilling and strengthening their autonomy.
- The impact of regulations and the end of third-party cookies
The loss of performance tracking due to the decline (or elimination) of third-party cookies and regulations like GDPR is redefining how brands interact with their audiences.
- An explosion of channels, formats, targeting options, …
Reaching audiences across the funnel (awareness, consideration, conversion, retention) is increasingly complex with the proliferation of channels (Belgian networks, Google, Meta, TikTok, SVOD, programmatic, DOOH, and more), targeting options, formats, and visuals. How can you adapt and navigate in this environment as an advertiser to measure the impact of campaigns effectively?
Universem: A compass in a complex landscape
In response to these evolutions, Universem has rethought its approach to offer solutions that address businesses’ new challenges holistically.
“Our specificity? Combining expertise, boldness, and a true business-oriented mindset. We provide our clients with an external perspective and a compass to adapt to constant changes while making their strategies more thoughtful and effective. The need for support from a strategic partner has grown significantly among our clients in this increasingly complex digital world.”
A future-focused vision
This transformation, carried out over two years, has touched every foundational aspect of Universem: vision, mission, values, and positioning. This strategic overhaul was accompanied by a complete rebranding, in collaboration with La Niche agency, and the launch of a new website reflecting this renewed identity. Our new tagline, “Your compass in a digital world”, illustrates our role as a guide for our clients.
Universem will organize several events for clients and partners throughout the year to inspire and support their digital marketing transformations.
“This transformation wouldn’t have been possible without the dedication of our internal teams, who have worked tirelessly over the past months to redefine Universem’s identity and lay the foundation for the agency’s future”, says Hubert de Cartier. “I want to thank every one of them for their commitment. With our new positioning, redesigned website, and upcoming events, we’re ready to support our clients and partners in a rapidly evolving market.”
About Universem
Founded in 2007, Universem is an independent Belgian agency specializing in digital marketing. Today, with Total Brand Performance, Universem combines performance marketing, creativity, and data to guide its clients toward sustainable and innovative digital strategies.