Warc's Global Marketing Index Reaches 'Two Year High'

Marketers around the world are growing in confidence, according to Warc's latest Global Marketing Index (GMI). The overall index hit a two year high - climbing three points to 57.8 from 54.8 in October, on a scale where values above 50 indicate a positive trend.

The study - which draws on responses from a panel of 1,225 execs and looks at marketing budgets, trading conditions and staffing levels - found that in November, confidence rose across all regions with Europe showing a 3.9 point rise to 59.0 - its highest ever - and Asia Pacific and the Americas both up 3.1 points to 57.8 and 57.5 respectively.

During the month, the outlook for marketing budgets showed a 'significant recovery', with a 4.4 point increase to 56.2 overall. Warc says this was largely as a result of a 6.3 point increase in the Americas, taking the region's budget index to 57.2, while in Europe, marketers were 'set to spend more than at any other time' in the past two years, up 4.4 points to an index figure of 56.7. Marketers in Asia Pacific continued on their 'positive road', up 3.8 points to 55.4.

The index for trading conditions saw a 3.3 point increase following October's 2.2 point rise, taking it to 60.9. Optimism was greatest in Europe on 62.0, followed by Asia Pacific on 61.7, and then the Americas on 58.1. The staffing levels index rose just 1.0 points to 56.4.

Suzy Young (pictured), Data and Journals Director at Warc, comments: 'The latest GMI data indicate growing confidence among marketers worldwide, with the indexes for both trading conditions and marketing budgets at their highest level since Warc began the survey in October 2011. These results should provide a real boost to the industry.'

Web site: www.warc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.