Starting on Friday, March 13th, 2020, the PMU with his agency Buzzman unveiled its new advertising campaign through two films celebrating the talent of its bettors.
This campaign is part of the new strategy put in place by the PMU, focusing on its equestrian DNA and its core target customers, the bettors.

1 year after the brand campaign “Epic Bets“, an epic film highlighting the spectacular dimension of the races and the intensity of the bet, the PMU wants to enhance the value of its customers. Expertise, sagacity, vision and passion are all the assets that horse bettors possess. The films “The expert” and “The instinctive” celebrate these talents and once again break the codes with a resolutely cinematographic production.

Film ” The Expert “
The action takes place on a racetrack. The expert knows everything about the equestrian world, she shows that every detail counts to “make the paper”. Everything is finely calculated and analysed to ensure she wins the bet.

Film “The Instinctive”
The Instinctive prefers to listen to what happens at the points of sale. Always on the lookout for the slightest piece of information, it is ultimately his instinct that prevails to ensure him victory. There is not only one way to win at PMU, but there is only one way to find the right horses: passion.

The 60 seconds film “The expert” will be broadcasted for the first time on Friday 13th March on TV. The media system will broadcast the two 30″ seconds films until 15 April on TV. The digital campaign will also start on Friday 13th March. The print campaign (OOH and DOOH) will start on 23rd March. A print section will also be set up in the regional daily and equestrian press as well as in L’Equipe.

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PMU is Europe’s largest betting operator and the 3rd largest pool betting company in the world. It is an Economic Interest Grouping (EIG), the mission of which is to finance the French horse racing industry

PMU is a horse racing betting provider. Since 2010, it has also offered sports betting and poker on its website, PMU offers its customers a wide range of bets, along with related services and all the necessary information for bettors, 365 days a year. Its entire net income, €758 million in 2018, is returned to the EIG member racing companies, providing 80% of the revenue of the French horse racing industry. In particular, this funding goes into maintaining and modernising the 242 racetracks and training or breeding centres, as well as the provision of prize money and the organisation of races. It also contributes to the sustainability of over a hundred professions and specialities, such as jockeys, grooms, trainers, farriers, riding instructors, vets, and saddle makers, amongst others. The dynamic, sustainable and well-structured equine ‘trades’ sector in France is in good health and is a model recognised by all horse racing countries in the world. This model is now exported abroad.


Buzzman, voted “Best International Small Agency of the Year award in 2011” by Ad Age and “Agency of the year” at the Cristal Festival in 2013 and 2016, “Agency of the year” at the Effie Awards France 2016, “Most Creative Agency” in 2016 and elected by advertisers “New Model of Creative Agency” in 2017 at the Agencies of the year Award and “Most French Creative Agency” in 2019 by BVA Limelight consulting, is an independent advertising agency creating innovative concepts that go beyond traditional advertising.
In 2016, Buzzman created Productman, its innovative products and services creation studio, communicators, and business generators.
Winning for several consecutive years at international well-known festivals (Cannes Lions, Eurobest, EFFIE, Clio Awards…) as well as nationals, Buzzman is recognized as one of the
most creative agencies in Europe, with clients such as BURGER KING in France and Belgium, IKEA, OUIBUS (SNCF), Boursorama Bank, Fleury Michon, Hippopotamus, PMU, Panzani, Mondelez (Oreo, Milka, Tassimo & Belvita), easyJet, L’Oréal (Puma Fragrances, Garnier), Huawei, NRJ Mobile, Mumm, PayPal, Système U, DPD France, Delsey, Just Eat, BMW…


Managing Director Cyril Linette
Marketing Director Emmanuelle Malecaze Doublet
Products & Brand Director Timothée Loizeau
Communication Director Charlotte Pasternak
Head of Advertising Sophie Andreani
Head of Media Division & Development Martin Terrier
Head of Brand Management & Brand Content Christel Mulet-Querner
Brand Management & Brand Content Manager Hélène Brosselin


President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Creative Directors Philippe Boucheron & Patrice Lucet
Art Director Manel Jouini
Copywriter Manel Jouini
Art Director Edouard Jacquelin
Copywriter Edouard Jacquelin
Deputy Managing Director Florent Kervot
Account Director Clément Chagnaud
Account Manager Clémence Defline
Account Executive Théophile Geslain
Social Media Manager Julien Scaglione
Head of Strategic Planning Clément Scherrer
Strategic Planner Edouard N’Diaye
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau
Head of TV Production & Art Buying Vanessa Barbel
TV Producer Katya Violi
Head Of Print Dee Perryman
Print Production Magali Besnard

Production La Pac
Director Reynald Gresset
Producer Jérôme Denis
Line Producer Eric Lipchitz
Post Production La Pac
Sound Production THE
Music Supervisor Too Young
Music “Belsunce Breakdown” by Bouga