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 Bya Luxury Daily columnistOn In Advertising,Columns,Featured,Industry sectors,Marketing,News,Opinion | No 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","iv":"19345d8c97c2d05323ef3e4160349138","s":"e863ff2f9ecc66cc"}