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      "text": "1. Challenge, Context, Objectives: Campaigns are typically more effective when the objectives are focused and connected. There is no inherent benefit to effectiveness from targeted or mass market strategies.",
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      "text": "3. Bringing the Idea to Life: More channels are used by Winners and these also tend to be the channels with the greatest reach. Highly effective campaigns do not always need to outspend the competition to succeed, rather they succeed by taking a different path to the rest of the category. Non Conformity was a key creative theme for effective campaigns.",
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