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":"1dce8b133ac34ee4858735c3a6938707","s":"17bc2d0a7683e188"}
Alex Saric is chief marketing officer of Celtra