Marketing budgets and trading conditions in the Americas and Asia Pacific continue to improve while Europe struggles, according to the latest Warc Global Marketing Index.
The monthly index found global marketing budgets increased in June with an index reading of 52.7 – 50 indicates no change, while above 60 indicates rapid growth.
Marketers in the Americas continued to be the most optimistic on 56.3, followed by Asia Pacific on 55.5 – the highest reading for the region since the index began.
Warc data and journals director at Suzy Young said: "Globally, marketing budgets continued to rise in June but this stems from solid growth in the Americas and Asia Pacific. European marketers are less confident and have reduced budgets for a second month."
Europe slipped further to 48.3, representing a second month of decline, but the result was still well above August last year when it hit the low 40s.
The headline GMI measure, which combines marketers' expectations for trading conditions, staffing levels and marketing budgets, posted a global value of 55.9. Region by region, the headline GMI was 58.6 for the Americas, 58.2 for Asia Pacific and 53.0 for Europe.
The global index for staffing levels remained positive at 57.1, with 59.2 for both the Americas and Asia Pacific and 54.7 for Europe. For trading conditions, the global index was 58.1, with 60.2 for the Americas, 59.9 for Asia Pacific and 56.1 for Europe.
The Global Marketing Index utilises a panel of 1,225 members consisting of executives working for brand owners, media owners, creative and media agencies and other organisations serving the marketing industry.
The index results are calculated by taking the percentage of respondents that report that the activity has risen ('increasing') and adding it to one half the percentage that report the activity has not changed ('unchanged').
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