Signs of growth for marketing budgets and global confidence according to latest Warc Index
Global marketing budgets are expected to grow as global confidences improve according to Warc’s Global Marketing Index.
The latest index has highlighted signs of improvement since it began in November, speaking to 1,295 members of its panel in order to address the state of the global marketing industry.
The current rating stands at 51.5 (see graph 1), having been deciphered through a combination of data for trading conditions, marketing budgets and staffing. The previous rating in February was 56.2 overall, although regionally, the Americas was found to have the largest growth, reaching 59.7 on the index, despite dropping from last month’s rating of 62.9. (See graph 2).
The marketing channels that continue to attract the highest spend was digital (78.9) and mobile (71.2), while the level of investment in TV and Out-of-home remained steady at 48.8 and 48.1 respectively.
Meanwhile, the worldwide staffing index revealed that recruitment rates remained strong within Europe (57.9) and Asia Pacific (60.5). The most optimistic regional however was the Americas, with a score of 63.1 this month, despite dropping from last month’s score of 65.8.