Why brands must develop creative as a scalable layer
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Opinion | No 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","iv":"9de7dbab99d9934e565a47f999cdf4db","s":"2ca4160bab00c8d0"}
Alex Saric is chief marketing officer of Celtra