The WPP agency will now take on all media planning, buying and strategy across the portfolio, and support Flutter’s in-house digital buying.

EssenceMediacom, which already handled three biggies, has hoovered up the whole portfolio which now includes Paddy Power, Betfair, Tombola and Sky Betting & Gaming in a pitch.

Flutter says it’s chosen EssenceMediacom to “champion creative innovation to find new sources of growth from Flutter’s new and existing audiences.” “We’re constantly looking to find new opportunities to entertain our loyal customers and new audiences, and we’re really excited by the vision EssenceMediacom set out, reimagining our entire setup and approach to campaigns, from the audiences and planning process down to the way we brief.”