Asia marketers now no more confident than in Europe, Warc survey finds

Confidence among marketers in Asia has dropped to European levels, according to a survey by the World Advertising Research Centre.

A monthly indicator of marketers’ expectations for trading conditions, marketing budgets and staff levels saw Asia fall in line with Europe for the first time since Warc launched the Global Marketing Index in January 2012.

Warc's global marketing index

Source: Warc. Above 50 = improving; below 50 = declining, for budgets, conditions and staffing

Confidence fell among marketers globally, but only by 0.4 percentage points on last month.

The Americas remains the most confident region for marketers, but is less so than two months ago.

Marketers in Asia were the least confident about trading conditions, the first time the region has lagged Europe on this score. The Americas scored 61.8, Europe 58.2 and Asia 56.4.

Asia is also behind the Americas and Europe, if only by a fraction, for confidence in staffing levels.

Warc’s panel is made up of 1,225 people on the client side, in creative and media agencies and media owners in the Americas, Asia and Europe, who were surveyed between 1 and 12 April this year.

The picture looks brighter for marketing budgets in Asia, which promise more rapid growth than anywhere else, according to the survey.

Marketing budgets in Asia


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