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.
China is won inside the walls
Criterion Global is a leading independent international media agency, with a working history activating global brands into China through the platforms — WeChat, Douyin, RED, Baidu — that Western playbooks miss.
China is the world's second-largest ad market and its most walled. As an independent marketing agency for China, we give global brands entry through the platforms that own attention here — Tencent's WeChat, ByteDance's Douyin, Alibaba's Tmall, Baidu — with the local fluency and transparency that mainland reach demands.
1.4 billion consumers and the world's second-largest advertising market — and the one that punishes the global playbook hardest. There is no Google, no Meta, no open web to buy your way across. Attention lives inside walled gardens: WeChat, Douyin, RED, Baidu, Weibo. Reaching the mainland means fluency in those platforms, not translation of a Western plan. Capital allocators read the opportunity the same way: Lazard's market outlook names selective Chinese and non-US equity exposure a live conviction as valuations reset.*
[FILLER COPY — Katherine supplies final imagery + verified metrics] As media partner to LIV Golf's Hong Kong activation three years running, Criterion Global has grown the event each edition — drawing audience and demand from mainland China into Hong Kong. Proof that the mainland consumer is reachable when the media is built for the platforms they actually use.
We excel in global media buying, connecting challenger and globally-ambitious brands with audiences worldwide — including the mainland Chinese consumer most Western agencies cannot reach. Our network spans clients such as LIV Golf, Brookfield, and GoDaddy, with an average client tenure of 5.5 years.
Not through Google or Meta — neither operates on the mainland. Reaching Chinese consumers means buying inside the walled gardens: WeChat and Douyin for social, Baidu for search, Tmall and JD for e-commerce media, and KOL livestream for demand. Criterion Global plans and buys across all of them as an independent, transparent partner.
Yes — it is one of the clearest routes in. We have run global-brand activations in Hong Kong that draw audience and demand from the mainland, proof that the Chinese consumer is reachable when the media is built for the platforms they actually use.
Digital marketing in China is a closed system by design, and that is its advantage for the brands that learn it. Criterion Global plans and buys inside the walls — super-app social, search on Baidu, e-commerce media on Tmall and JD, livestream and KOL commerce — as an independent agency compensated only by our clients, with the transparency global brands expect and rarely get in this market.
Our knowledge of China and its platforms becomes tailored media strategy: campaigns measured on outcomes, not impressions, and sized to a brand's 3–5 year ambition through the Criterion Global Budget Blueprint℠. *Lazard is a global media AOR client of Criterion Global, cited here for its published market analysis only.
Partnering with Brookfield, whose $15B Global Transition Fund anchors one of the world's largest energy-transition franchises, on media built for sophisticated audiences across global and Asia-Pacific markets.
