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":"0706bac78a80a4b958793cfdda98b84e","s":"ecf6d97508300c9d"}
Alex Saric is chief marketing officer of Celtra