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Pedal pusher

13 September 2007 By Pierre Briancon

The French outdoor advertising agency is sailing strong by selling ads in cities and airports. Its Velib system in Paris is a hit. But offering bicycles to major cities is a way of booking contracts and mostly a marketing expense. Not a profit booster. The French outdoor advertising agency has caused a global sensation with the success of its Velib urban bike rental system in Paris. But this doesn’t mean it’s about to tear up its business model. Offering bikes to big cities is a lossleader that helps win ad contracts.

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