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":"f3f1cdd5a5a84b85e63c28c5e3d5d411","s":"2d2ae0b939a5dd44"}
Alex Saric is chief marketing officer of Celtra