During 2020, WARC’s Global Marketing Index saw the strongest recovery in the APAC region, reflecting the success of the measures taken to reduce rates of COVID-19. 

The regional headlines 

  • While APAC showed the greatest rates of decline early in 2020, the region ended the year with the highest GMI value at 62.4 in December. Since an index value above 50.0 indicates growth – 50.0 indicates no change, below 50.0 indicates decline – APAC is showing a strong rate of growth going into 2021. 
  • Europe was the only region to start the year in growth, but after the global decline between March and September has shown the slowest recovery, ending the year just in growth at 50.9. 
  • The index for the Americas indicated the fastest recovery, returning to growth in October (56.3).

As a monthly indicator of the health of the marketing industry, the Global Marketing Index tracks conditions through a global panel, surveyed monthly. If you currently work for any organisation serving the marketing industry and have a view of trading conditions, marketing budgets and hiring – then we want you to take part in our panel. You can register here.  Every time you participate, you will receive the monthly report.

Why it matters

The COVID-19 pandemic has impacted economies globally, but countries across regions reacted differently. Many countries in APAC implemented strict lockdowns early in the pandemic in an attempt to cap the spread of the virus, enabling a return to more ‘normal’ conditions going into 2021. 

Key numbers

  • The index for marketing budgets saw both lifetime high (57.8) and low (13.4) values during 2020.
  • Digital and mobile budgets managed to bounce back from temporary decline ending the year at 67.4 and 67.0 respectively in contrast to radio, OOH and press.

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Sourced from WARC