02 Expertise

International Media Planning: Catalyzing International Expansion

“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 international 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 buying consultant and global media planning and buying agency, Criterion Global has a disrupter mindset. We work to ensure that the rewards of expansion exceed the risks.

Two key qualities set us apart from other international media planning and buying agencies:

  • Experience + Infrastructure
  • The Mindset of a “Challenger Brand”

Experience + Infrastructure

We treat media planning as an investment, with expectations of return. Our work begins in 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 more case studies for perusal):

  1. Go Daddy’s expansion from the US to a global behemoth (+300% post-IPO growth)
  2. Copart global launch in 9 initial markets (1,103.86% stock growth, one of NASDAQ’s #1 global expansion cases).
  3. US launch for Europe’s fastest-growing unicorn, Gorillas

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 offices’ 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

Media Strategy

  • Multinational Market Analysis
  • Market positioning + Multinational Market Sizing
  • Media Budget BlueprintSM

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.

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.

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.

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