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":"e393d3e93e95ba9a3785f2062a59c80d","s":"ae17ba5176abc12d"}
Alex Saric is chief marketing officer of Celtra