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Why brands must develop creative as a scalable layer
Posted By
a Luxury Daily columnist
On
March 15, 2017 @ 2:15 am
In Columns,Editor's Choice,Featured,Opinion |
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Alex Saric is chief marketing officer of Celtra
By
Alex Saric
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","iv":"99ddb8a32eac92d5f3a929b9c03ddc3f","s":"321019b194d996dd"}