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Spotlight | JCDecaux, Athem, Terres Rouges
The multimillion-euro business behind Paris's giant luxury billboards

LogoSubscribers only By Zélie de Crécy
6 min read Lire en français
The boom in giant advertising hoardings in Paris may have reached its peak.
The boom in giant advertising hoardings in Paris may have reached its peak. © Photomontage by Glitz – Sources: Ludwig Wallendorff (REA), J.F Rollinger (AFP)
The boom in giant advertising hoardings in Paris may have reached its peak.
The boom in giant advertising hoardings in Paris may have reached its peak. © Photomontage by Glitz – Sources: Ludwig Wallendorff (REA), J.F Rollinger (AFP)

From the Champs-Élysées to the banks of the Seine, luxury brands are battling to place giant adverts on the hoardings over historic monuments that are undergoing renovation. A trio of firms dominates this highly lucrative market, but the luxury slowdown is taking its toll here too.

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