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Mastering the basics is key to campaign success – in sports and marketing

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This summer has offered a never-ending feast of sport, from the cold cricket pitches of the north of England to the shiny football stadiums of France, from the rugby pitches of Australia to the green grass of Wimbledon and of course the Olympics. As ever, it is this summer's moments of individual brilliance and breath-taking athleticism that will live longest in the memory.

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