Multi-market search campaigns are the bread and butter of any global agency, but they bring additional challenges compared to their single market cousins. Key considerations include the additional lead time and the administrative challenge of translating (or more importantly trans-creating) content into local language. This process generates significant additional cost, allowing only limited refreshes and damaging ROI. Literal translations are frequently inappropriate and local cultural context is key (the Vauxhall ‘Nova’ lives on in infamy. Nova conveying bright light and space- age technology in English does not have the same ring in Spanish – it translates as “not going”.