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":"afd9707fd0f3e788e64c838f9a7424f3","s":"d26d28bbc0e24c9b"}
Alex Saric is chief marketing officer of Celtra