The hardest part of a multi-market launch usually isn't creative — it's deciding what's allowed to flex by region and what has to stay fixed everywhere.
Positioning, name, and visual identity system should be identical everywhere — that consistency is what builds recognition over time. Messaging emphasis, imagery, and channel mix are where local teams should have real latitude.
Even with unlimited budget, launching all six markets in the same week creates a support and iteration bottleneck. A staggered rollout lets you fix what breaks in market one before it breaks in market six.
Budget 15-20% of launch spend for market-specific legal and cultural review before assets go live — it's cheaper than a correction after launch.