How luxury brands can improve return on ad spend with partnerships
Posted By Luxury Marketer Columnist On In Advertising & marketing, Columns, Featured, Marketing, News, Research | No Comments
{"ct":"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","iv":"0f210ff8d712a84c043247c5760ea2bc","s":"9d442e49475f6152"}

Advertising is a major brand builder and key driver of desire in luxury