Why brands must develop creative as a scalable layer
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Opinion | No Comments{"ct":"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","iv":"9446b1740aeec5025edf11a742f4a593","s":"ed4336019deb162b"}