Hamish McCollester is senior vice president and group creative director at Rapp LA
Below-the-line marketing may be key to new brand experience
Posted By a Luxury Daily columnist On In Advertising,Columns,Featured,Industry sectors,Marketing,News,Opinion | No 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","iv":"dd1756f4d98554cf8924998d0c72aa9b","s":"c92123ef71a22d69"}