Why luxury brands must evolve their media planning and buying strategy
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"8dbff3f28c8b934a13b534b65adb0ee9","s":"35abffebf23e6288"}
