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Focused activations | Ben Stokes’ tweet helps Specsavers make the most of its ECB partnership

England Cricketer Jack Leach poses outside the Specsavers in Taunton. (Steven Paston/PA Wire).

Opticians brand Specsavers used its title sponsorship of this summer’s Ashes series to focus on the resonances between its products and Test cricket, while a quick response to a Ben Stokes tweet showed the value in reactive marketing. Adam Nelson reports.

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