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PMU: 600 variants in one month, integrated into the teams of a highly regulated major account
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Mise à jour le
June 7, 2026
min
The challenge: absorb hundreds of variations for a major gaming player, with strict rules
The PMU - Paris Mutuel Urbain - is one of the historical players in gambling in France. Horseracing, poker, sport: three business units, campaigns that run all year round, and a colossal volume of creative production. Each campaign must be available in fifty to sixty formats: websites, social networks, applications, advertising displays, internal tools, print... In addition, there is a strong constraint: the gambling sector is one of the most regulated in France. Mandatory legal information, supervised communication rules, national guidelines subject to change - each visual must comply, without exception.
When PMU contacts us, a new artistic direction has just been put in place. The internal teams are at full speed. The recruitment of in-house profiles proves to be too long for unpredictable volume peaks. In addition, there is a strategic ambition: to integrate AI into campaign visuals to modernize artistic direction and gain creative freedom.
Unlimited requests, fast results
Submit as many briefs as you need. Our plans allow you to manage a continuous flow of design requests, without limits and without friction, and at an economic cost.
Our intervention: to integrate into the creative process, to respect the rules, and to produce on a large scale
Our integration with PMU was built gradually, until becoming central in their creative production chain. We work directly with the artistic director and the key contacts in each business unit. Several physical workshops in PMU offices made it possible to improve the process together.
Our role varies according to the campaigns: sometimes we receive the validated keyvisual and apply it in all formats. Other times, we produce the keyvisual from scratch, have it validated by the teams, then continue with the variations. We have developed a fully optimized Photoshop process for the PMU production line.
What distinguishes our collaboration: our ability to comply with a very strict regulatory framework - legal notices, national rules, sectoral constraints - while remaining creative, flexible and responsive. The rules in the gambling industry are changing. We are adapting. Always on time.
Unlimited requests, fast results
Submit as many briefs as you need. Our plans allow you to manage a continuous flow of design requests, without limits and without friction, and at an economic cost.
In the month of November alone, nearly 600 variants out of 1,000 produced in total were made by Design Elite. Event logos, tournament identities, social media assets, social media assets, display banners, multi-format combinations for the three business units... we now cover a massive part of PMU's creative production.
The customer is still active - and wants to continue on his own terms for a long time to come. Design Elite is fully integrated into the teams: informed of upcoming campaigns, involved in creative issues at an early stage, physically present during strategic workshops.
For large groups who sometimes say “our rules are too complex to be delegated” : PMU is the answer. If there are rules, we respect them. And we remain creative, adaptable, and on time.
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