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":"702399830d7b9886d6dd38fe0f4b2c1f","s":"b6110a6e5212a1e4"}
Alex Saric is chief marketing officer of Celtra