Global Marketing Index, February 2013: Global marketing budgets rise further

Suzy Young

  • Headline GMI continues to show growth in all global regions
  • The index of global trading conditions records its highest value since April 2012
  • Staffing levels rise in all regions
  • Marketing budgets in Asia Pacific show growth for the first time since October 2012

The outlook for global marketers continues to improve, according to the latest data from Warc's Global Marketing Index.

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

The headline GMI measure – which takes into account marketers' expectations for trading conditions, marketing budgets and staffing levels – registered an index reading of 56.2 in February. The index has now recorded month on month improvement for three successive months, with February posting a 1.2 point increase from January's 55.0. Marketers in Asia Pacific recorded the strongest improvement in outlook, with the headline GMI rising from 53.8 last month to 56.2. The Americas continues to be the most positive region, with its same index showing a strong reading of 59.5, up 1.5 points from January. The headline GMI for Europe also shows continued improvement, reaching 53.1 in February, albeit remaining slightly less optimistic than the other regions measured. This is the third most positive European reading – after March and April 2012 – recorded on this index since the GMI began in October 2011.