Marketing budgets, staffing see positive leap: Warc data

22 Feb,2013

By A Correspondent


The outlook for global marketers continues to improve, according to the latest data from Warc’s Global Marketing Index. The headline GMI, a metric which combines trends observed in marketing budgets, trading conditions and staffing levels, registered a reading of 56.2 in February, it noted.


According to the data, the index has recorded month-on-month improvement for three successive months. Marketers in Asia Pacific registered the strongest improvement in outlook, with the headline GMI rising from 53.8 last month to 56.2. The Americas continues to be the most positive region, with its headline GMI showing a strong reading of 59.5, up 1.5 points from January. The headline GMI for Europe also shows continued improvement, reaching 53.1 in February, albeit remaining slightly less optimistic than the other measured regions.


The GMI provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among marketers. A GMI reading of 50 indicates no change, and a reading of over 60 indicates rapid growth.


The index for global trading conditions indicates rapid improvement for February and now stands at 59.4 (up 1.5 points from January). This is the index’s highest reading since April 2012. The outlook for trading conditions remains most positive in the Americas on 60.9, followed by Asia Pacific (59.7) and Europe (57.4).


The index of global marketing budgets registered further growth in February (51.7). Marketers in the Asia Pacific region registered an increase for the first time in four months. The index rose by 2.2 points compared with last month to record a marginal net expansion on 50.3. Marketers in the Americas continue to display the greatest confidence (55.5). Marketing budgets continue to be cut across Europe, but the European index recorded a value of 48.8 in February, an increase of 2.6 points compared with January.


The global index of staffing levels – the third component of headline GMI – registered further improvement in February (57.6). Staffing levels continue to rise in all global regions, with the Americas on 62.1, Asia Pacific on 58.5 and Europe on 53.2.


Suzy Young, Data and Journals Director at Warc, commented, “The continued upward trajectory in headline GMI is encouraging. The outlook for global marketing budgets has improved since the start of the year with both the Americas and Asia Pacific recording positive growth.”


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