No summer blues for marketers

The global index of marketing budgets remained steady at 51.5, the same as July, but Asia Pacific experienced a net decline in budget expectations at 48.2.

Europe saw a slight improvement reaching 50.0, a 0.3 increase; only the Americas saw a net rise in marketing budgets, up 0.3 to 55.8.

The headline GMI stood at 55.6 in August, a 1.3 rise on July led by a 1.9 increase in the Americas to reach 58.3 while Europe was up 1.9 to 54.8. Asia Pacific was slightly down at 53.8, a drop of 0.8 points.

The global index of trading conditions was up 0.6 points to reach 57.1 with conditions improving the most in the Americas, up 2.7 to 61.2, while Europe and Asia both saw positive readings of 55.2 and 55.0 respectively.

Staffing levels recorded big increases, up 3.2 to 58.2, the equal highest reading for 16 months, which Warc suggested pointed to an upswing in hiring in every region.

The increase was led by Europe, up 6.3 to 59.3 followed by the Americas rising to 57.8 from 55.1 while Asia Pacific was up 0.9 to 58.2.

Warc data and journals director Suzy Young said: “For the first time since the GMI began, the outlook for marketing budgets in Europe is more positive than that for Asia Pacific. We will have to wait and see if Europe’s outperformance in August is part of a long-term trend.”