Why brands must develop creative as a scalable layer
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Opinion | No 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","iv":"11d674241347789e68cabed41b1cfffd","s":"89ae11f162a65a57"}
Alex Saric is chief marketing officer of Celtra