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":"43d53d364d4e7c9c780a94fc56627fad","s":"7c9da7c7d28b8d18"}
Alex Saric is chief marketing officer of Celtra