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":"efb2cab9c491d1de1a4ced2a5f5c61b6","s":"aad1182131a14330"}
Alex Saric is chief marketing officer of Celtra