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":"164259bf72d98d593f629bcb6cce6227","s":"fa2c5dc80fed10a0"}
Alex Saric is chief marketing officer of Celtra