European marketing budget outlook improves

Tom Bristow

  • Global marketing budgets rise, led by Europe and Americas, though Asia Pacific sees third month of decline
  • Headline GMI dips 0.9 points, but remains positive globally
  • Trading conditions and staffing levels continue to improve

In September the global outlook for marketers was positive, with rising indexes in Europe offsetting a drop in every reading for Asia Pacific, and a small dip in optimism in the Americas.

The Global Headline GMI measure – which takes into account marketers’ views on the state of marketing budgets, trading conditions and staffing levels across all regions – fell from 55.6 in August, to 54.7 in September: a sign of slightly reduced optimism.

Combines data for trading conditions, marketing budgets and staffing. Above 50 = generally improving; below 50 = generally declining