Criterion Global

What was the objective behind your collaboration?We were introduced through a search firm that - admittedly - included Criterion Global as a "wild card" independent media agency option. The brief/objective was selecting media agency for international media buying to enhance our market presence across 16 key growth markets in APAC, EMEA, and some in Latin America. Criterion Global won out as a firm that could provide a more senior, fluent, and sophisticated approach compared to global holdco media buying firms.

What did you enjoy the most during your collaboration?Criterion Global is very trnsparent and tells it straight. No surprises. We enjoyed the agency’s deep expertise and blunt insight. Their team demonstrated a thorough understanding of international media buying, tailoring campaigns to our specific needs and effectively reaching our target audiences. Their dedication and personalized service set them apart from the pitch phase and every renewal thereafter, making our collaboration highly effective over time.

Are there any areas for improvements?There were some internal limitations on decision making based on the organization of our marketing leadership. While their work in collaboration was excellent, more frequent updates on campaign performance from OUR side would have helped align our goals. The team is proactive and responsive and still ensured we achieved our objectives efficiently, despite this.