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":"b76fe877bf5d321a7bdc8dbc474ff17b","s":"ac8fb7534f1e1580"}