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International Media Planning and Buying Agency

“Big will not beat small anymore. It will be the fast beating the slow.”
– Rupert Murdoch

International Media Planning and Buying

Intelligent global growth demands nimble infrastructure, local expertise, and boundless perseverance.  Yet most network media agencies often fall prey to formula and are monetized with an office-by-office model out of sync with a fast-changing media marketplace. As an independent media planning and buying agency, Criterion Global has a disrupter mindset. We work to ensure that the rewards of expansion exceed the risks.

Three key qualities set us apart as the leading international media planning and buying agency for ambitious brands

  • The Experience
  • The Infrastructure
  • The Mindset of a “Challenger Brand”
Global Expansion + International Media Buying for Godaddy
Festival of Media | Best Launch or Relaunch 2023 + Best Campaign by Independent Media Agency
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Wanda Group International Media Buying Agency
Nizuc Mexico Media Buying Agency (Nizuc Logo)
Bain Capital | Media Buying Agency (Bain Logo 200x100)
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The travel marketing awards logo on a black background, showcasing the excellence of an international media agency.
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Tourism Australia logo on a black background showcased by an international media agency.
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International Trade Council Go Global Award Winning Agency
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Hsmi adrian awards winner. International media agency.
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Georgetown university logo designed by an international media agency.
Global Expansion + International Media Buying for GoDaddy
Grapes from California logo created by an international media agency.
A black and white image of a logo on a black background representing a media buying services agency.
B2B Growth Marketing: Global B2B for Copart
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Gorillas logo on a black background presented by an international media agency.
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WARC 100-ranked international media agency: Criterion Global

Experience

We treat international media planning and buying as an investment, with expectations of return. Our work begins with understanding what’s on the horizon in the global marketplace, as it affects the industries of our practice. No brand can afford to underestimate the power of global knowledge and local values.

From market entry to advanced growth, we develop clear strategies specific to each client’s long-term objectives. As experts in international media planning, we navigate regional media consumption, technology preferences, limitations, cultural sensitivities, market-specific advertising regulations, and more.

The measure of successful global expansion are habits changed and business won. We’ve led successful international media planning for new market entry in many of the world’s established and emerging economies. Three fun highlights (and a few more case studies for perusal):

Pre-IPO Ramp Up

How Go Daddy became a global behemoth (from mono-market to multinational)

  • +300% post-IPO growth
  • International media planning case that launched our consulting division

Global Expansion Advertising

Global Expansion + International Media Buying for Godaddy

Global B2B Media

International B2B media strategy for e-commerce auto re-seller (emerging market emphasis).

  • 1,103.86% stock growth
  • One of NASDAQ’s #1 global expansion cases
  • Emerging market growth

International Expansion Case

B2B Growth Marketing: Global B2B for Copart

Ultrafast Growth

From startup to unicorn in 9 months for “Europe’s fastest-growing unicorn”

  • Festival of Media Gold (Top Honor)
  • “Best Launch or Relaunch” and “Best Campaign by an Independent Agency”

Global Growth Advertising

Gorillas logo on a black background presented by an international media agency.

International Media Planning and Buying Agency Infrastructure

At some point, after over 10 years in business, we took pause to ask our clients why they chose us. While personal relationships topped the list, the remaining points came down to our organization and infrastructure which helps us adapt to client needs. We believe that no other international media planning and buying agency is designed this way.

  1. Unbiased, Client-Centric Strategy: We are not tied to specific media outlets or platforms, ensuring that their recommendations are driven solely by what’s best for the client. We are partial only to our clients and prioritize long-term, collaborative partnerships aligned with a client’s vision for growth.
  2. Data-first: Most agencies prescribe more media as the solution to growth. We know less can be more if we use a data-first approach. We are knowledgeable on global best practices in data and what clients do and don’t need in their advertising tech stack.
  3. Agile Partnerships: As an independent agency partner to brands of many sizes and stages, we pride ourselves in our ability to adapt to the immediate and long-term needs of a client. As an agile specialist, we help clients identify and capitalize on opportunities – even if that means taking an a la carte view.
  4. Global Perspective: We nurture an established, proven global network of specialized experts with diverse expertise.
  5. Value > Cost: By design, we have lower overheads and fewer administrative layers than known independent international media planning and buying agency competitors. This not only benefits our value-based cost structure but has shown to be beneficial to clients seeking to-the-point answers and action, as well as colleagues seeking growth in their careers.

Mindset of a “Challenger Brand”

Brands hungry for opportunity beyond their domestic market need partners that understand what it takes to realize global ambitions.

Traditional network agencies often follow a formula of billing more for each office’s participation, and traditional consulting firms don’t have the international media planning insight required. In contrast to both, Criterion Global is purpose-built for new market conquesting, and servicing multinational media buying needs.

With a long-term mindset and client-centric business model, we deliver growth and returns on your new market entry investment as your business grows with time.

  • Consultancy – meets – media buying agency
  • International media buying infrastructure
  • Market sizing, market selection
  • Scale to reach East/West & Developed/Emerging Markets

International Media Planning and Buying Agency

  • Multinational market analysis
  • Market positioning + multinational market sizing
  • Media Budget BlueprintSM

International Media Planning

  • US + International media efficiency strategy
  • Audience-based emerging market media counsel
  • Media consulting practice developed for challenger brands focused on new global market entry.

International Media Buying

  • Multinational paid media execution
  • B2B, trade, industry media buying (digital + traditional)
  • Our operating model is distinct among global media agencies: visit our Media Services page to learn more.

Multinational Media Measurement

  • Cross-market media measurement
  • Cross-channel reporting custom for new market entry KPIs
  • International media measurement strategy: read our case study on how we reconciled reporting metrics for GoDaddy’s global expansion.