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":"ade1a54333b71882d7821f1ea9bde089","s":"019e2e6effd9bdf5"}
