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":"3046c2cd22b84b839b133badcc47f3ca","s":"6538ddf1328e7d85"}
Alex Saric is chief marketing officer of Celtra