Global Marketing Index, April 2012: Budget rises signal marketing industry recovery

Suzy Young

  • Marketers in all regions raise budgets
  • Headline GMI continues its upward trend, with optimism strongest in the Americas
  • Staffing levels trim gains made in previous months

Marketing budgets expanded in all three of the regions measured by Warc's Global Marketing Index (GMI) in April. The global measure of budgets rose from 51.5 in March to 53.7, with Europe rising above the neutral level of 50 for the first time since the Index began collecting data in October 2011.

Above 50 = generally improving; below 50 = generally declining

These results provide the earliest available measures of global business and marketing activity calculated from April data. The global headline GMI reading – which combines data from trading conditions and staffing as well as marketing budgets – rose from 57.4 in March to 58.1. This indicates that optimism in the marketing industry is still on the increase, despite the volatile market conditions of recent weeks and lingering concerns over the strength of the global economic recovery.