For local businesses (restaurant, hairdressers etc) the exact same (winning) marketing can be used in different countries to make it more affordable.

So, in 200+ countries you can have a hairdresser called Knot Just Hair or Head Office. Each can use the exact same:

• logo
• ad copy
• social and search marketing
• video

One really good agency creates the above, and 200 salons split the cost. The agency gets 5x the income, and the salons get it for 2.5% of the normal cost.

Because the work is brilliant, the salons that expand (they are unlikely to want to go international) will pay on a per location basis, at a discount.