Capital-efficient media buying services deliver more growth, with more efficiency.
Capital-efficient media buying services deliver more growth, with more efficiency.
Across borders and industries, our expertise is growing our client's business.
Across borders and industries, our expertise is growing our client's business.
Paid Media Agency with Proven Results
Paid Media Agency with Proven Results
To navigate media buying investment, our first task is to question assumption.
To navigate media buying investment, our first task is to question assumption.
We look forward to hearing from you.
We look forward to hearing from you.
Brazil is a market of its own
Criterion Global is an independent international media agency building considered, compliant market entry into Brazil, Latin America's largest audience, for challenger and globally-ambitious brands ready to enter on their own terms, not as a line item inside a regional bundle.
A $2.6 trillion, 214-million-person market: Latin America's biggest, on its own merits. As an international media agency serving Brazil, Criterion Global builds right-sized, LGPD-compliant market entry for global brands whose expansion plan runs through South America's largest economy.
Brazil is Latin America's largest economy in its own right: a $2.6 trillion, roughly 214-million-person market that ranks among the world's ten largest, with a diversified base spanning agriculture, industry, and a fast-growing services sector. It is a market to be won on its own scale, not folded into a generic "LATAM" line item alongside Spanish-speaking neighbors it shares little language or media infrastructure with.
Brazilian media runs on its own distinctive rules. Grupo Globo commands more than triple the audience reach of its nearest broadcast rival and anchors a media culture built around live television, while São Paulo's Lei Cidade Limpa (a near-total ban on outdoor billboards enacted in 2007) remains the most aggressive out-of-home regulation in the hemisphere, pushing spend toward broadcast, radio, and a rapidly maturing digital and retail-media layer led by Mercado Livre and Magazine Luiza. The LGPD, Brazil's data-protection law, now sits under an independent regulator with advertising-targeting practices named as a stated enforcement priority for 2026–2027.
Criterion Global builds Brazil as a considered, compliant entry point into Latin America's largest audience. This is not a market we chase for search volume, but one we build for the brands whose expansion plan requires it. Start with the Criterion Global Budget Blueprint℠ to size the opportunity and establish your Minimum Viable Market Investment℠ for Brazil.
We connect challenger and globally-ambitious brands with audiences worldwide, and Brazil is a market we build for considered, compliant entry rather than volume alone. Our roster spans clients such as GoDaddy, Brookfield, and ZEISS, with an average client tenure of 5.5 years and fully independent, transparent buying.
Its own market. Brazil is Latin America's largest economy and audience, runs on Portuguese rather than Spanish, and has its own broadcasters, retail-media platforms, and advertising regulation. That makes it distinct from Spanish-language LATAM markets like Mexico or Spain's Iberian-American bridge. We plan and buy it on those terms, not as a line item inside a regional bundle.
Two rules matter most. São Paulo's Lei Cidade Limpa bans traditional outdoor billboards outright, which shifts weight toward broadcast, radio, and retail media. And Brazil's LGPD data-protection law (now enforced by an independent regulator with advertising targeting named a 2026–2027 priority) governs how audience data can be used. We build campaigns compliant with both from the outset.
