Global sentiment improves although Asia Pac marketers cut budgets
Global marketing budgets have climbed for the first time in eight months in January, although budgests I Asia Pacific actually dipped slightly.
However, the region led the charge with the headline Global Marketing Index figure for Warc, rising 2.3 points to 53.8, while the Americas continues to be the most positive region with 58 points.
The index for global trading conditions also looks positive in the region, increasing from December to moderate growth of 57.8, compared to Europe’s 55.4.
And the overall index for marketing budgets nudged into positive territory for the first time since May 2012, with a 50.4 reading overall, led by a 3.7 point rise in the Americas, although Asia Pacifics 48.1 score shows budgets are still being reduced.
Suzy Young, Data Editor at Warc, commented: "Positive budget setting in the Americas has lifted the index for global marketing budgets into growth territory for the first time since May.
“But despite an improving outlook in terms of general trading conditions, marketers in Asia Pacific and Europe continue to scale back their budgets. "
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