Hamish McCollester is senior vice president and group creative director at Rapp LA
Below-the-line marketing may be key to new brand experience
Posted By a Luxury Daily columnist On In Advertising,Columns,Featured,Industry sectors,Marketing,News,Opinion | No Comments{"ct":"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","iv":"92857507d84e21587c223dadeb26fbb5","s":"5f35219e4127783f"}