MERCI: Strategy Statement

Using 'The Advertising Concept Book' by Thames & Hudson, that I looked at to help me with the campaign areas of my briefs, I created this strategy statement. The book helped me approach this brief with the right questions as the brand has already been created therefore I had to approach it as a client asking for a promotion concept.

(see http://i-hoefkens1114-ppp.blogspot.co.uk/2013/10/the-advertising-concept-book.html for details on research)