Europe saw a decreased rate of growth across all key indices contrasting with increased rates in the Americas
Introduction to WARC’s Global Marketing Index
The WARC Global Marketing Index (GMI) provides a unique monthly indicator of the state of the global marketing industry by tracking the rate of growth or decline across current trading conditions, marketing budgets and staffing levels polled monthly from a panel of 1000+ marketing executives.
Key insights – January 2022
For the second month, the Headline Global Marketing Index (GMI) has seen a decrease from 65.4 to 64.3. All three regions, Europe, Americas, Asia Pacific, remain in growth, however the index value in Europe has seen a contraction from 63.2 in December to 61.7 in January, the lowest index value across regions. The index value in APAC saw a slight increase from 67.1 to 67.6 whilst the index value in the Americas saw an increase from 65.7 to 66.7.
Takeaways – January 2022
Europe sees a decreased rate of growth across all key indices contrasting with increased rates in the Americas.
- Staffing levels continue to show increased rates of growth globally.
- Global trading conditions maintain growth.
- Radio budgets fall into decline for the first time since June 2021.
WARC’s GMI – Methodology
Our global panel consists of experienced executives working for brand owners, media owners, creative and media agencies and other organisations serving the marketing industry. The panel has been carefully selected to reflect trends in the three main global regions: Americas, Asia Pacific and Europe.
The Global Marketing Index results are calculated by taking the percentage of respondents that report that the activity has grown (“Increasing”) and adding it to one-half of the percentage that report the activity has not changed (“Unchanged”). A value of 50 indicates “no change” from the previous month. The more distant the index is from the amount that would indicate “no change” (50 points), the greater the rate of change indicated. Therefore, an index value of 58 indicates a faster rate of increase than an index value of 53, and an index value of 40 indicates a faster rate of decrease than an index value of 45.
Panel outreach
Those currently working for a brand owner, media owner, creative or media agency – or any other organisation serving the marketing industry – can take part in our panel. The monthly questionnaire is easy to complete – there are just a few questions and these can be answered intuitively and without recourse to files. It will take the average panellist less than two minutes to complete the questionnaire each month. The full report is shared with participants.
