European Marketers 'Buoyant'

Global marketing activity continued to grow in November, with European execs the most optimistic and those in the Americas least so, according to the Global Marketing Index (GMI) compiled by World Economics.

The study tracks current conditions for marketers as well as their expectations for budgets and staffing levels. Globally, the headline Index for November stood at 54.9, down slightly from 55.2 in October (50 indicates no change from the previous month while 60+ indicates rapid growth).

In Europe, marketing activity grew most strongly, with headline GMI up from 58.6 to 58.8. In Asia-Pacific, headline GMI slipped marginally from 53.8 to 53.7, while in the Americas a decline from 52.8 in September to 51.8 in October continued, falling to just 51.1 in November.

In the Americas, the constituent index for marketing budgets remained below the 50.0 no change level where it has been for four of the last five months; while in Europe it increased from 56.7 to 57.1. Marketers in Asia-Pacific continued to report consistent low levels of growth in budgets with no change between October and November.

Digital continues its rise - up 0.6 to 75.5 in November; and the index for TV fell slightly worldwide, to 48.7, but in Europe rose to 53.4, its highest level since March.

World Economics CEO Ed Jones says marketers in Europe are 'leading the way by signalling buoyant levels of business activity'.

The Index was developed by World Economics: WARC took over its management until September 2014 when it was handed back to World Economics. Web site: www.worldeconomics.com .

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