Benoit Cornu, Communications Director for PMU
Paris Mutuel Urbain is an old company, essentially a working-class brand, but whose image was perhaps a little outdated. The aim was to assert ourselves through our involvement with a place that had been emblematic in the company’s past while looking towards the future. Giving an artist ‘carte blanche,’ and supporting them through every step of their work, are a part of this process. This approach was able to convince shareholders and company employees: “Finally, they’re talking about us the way we are today…”
