Paddy Power owner bets big on performance marketing with extended EssenceMediacom partnership

EssenceMediacom has reaffirmed its partnership with global sports betting, gaming and entertainment provider Flutter Entertainment, bringing Sky Betting and Gaming into the agency’s roster.

Performance marketing agency EssenceMediacom has won its four-month long bid for a partnership with global sports betting, gaming and entertainment prodiver, Flutter entertainment.

The win extendsEssenceMediacom’s eight-year partnership with the gambling and entertainment industry powerhouse.. It also indicates a deeper commitment to performance marketing from Flutterwhich counts Sky Betting & Gaming, Paddy Power, Betfair and Tombola among its brands.

Of particular significance is the addition of Sky Betting & Gaming to EssenceMediacom’s roster, valuing in approximately £130min billings and helping streamline Flutter’s strategic base across each of its brands.

Kate Rowlinson, Chief Executive Officer, EssenceMediacom UK, said: “We are thrilled to build on last year’s significant growth by extending our partnership with Flutter, continuing to help evolve their marketing portfolio creatively in a competitive gaming and betting market.

“This win is further testament to our new EssenceMediacom proposition and our brilliant teams who all came together to deliver a collective vision that fuels innovation and brand growth.”

EssenceMediacom, who have enjoyed 17 client renewals in the past year, built their bid on a promise to find new sources of growth for Flutter by prioritising innovation and creativity, two concepts quickly becoming calling cards of the agency.

The partnership means all UK media planning, buying and strategy across Flutter’s portfolio will now be handled by EssenceMediacom, which the betting provider company says will allow for more consistency across its umbrella of brands.

Michelle Spillane, Marketing and Brand Director, UK&I at Paddy Power, said: “Our objective was to bring all Flutter brands under one agency to align our media buying strategy.

“This is an important move to win in an incredibly competitive and regulated market. It was a very competitive pitch and we’re delighted to say that EssenceMediacom are on board.”