What a month July has been… coming up in this edition of the Fenti Fix:
- We crown our Fenti Bake-Off winner!
- Roundup from the crew – Oasis live, our kid
- Agency insights: how to succeed in the new AI world
Who’s the winner of the Great Fenti Bake-Off?
Firstly, it could be said that we were all winners, because every single Monday for several months we’ve been treated to delicious home-baked treats. If you’ve been following the Fenti Fix you’ll no doubt have witnessed the lovingly crafted homemade cakes brought in each week by our team. Now we can finally announce the winner! Suspense-building drum roll please…
Massive congratulations to Yasmin, our Business Development Exec, who stole the show with her Biscoff and White Chocolate Rocky Road. It looked amazing and tasted even better.
Honourable mention also to our runners-up – Keiron, with his incredible red onion chutney sausage rolls, George’s pure lux chocolate brownies, and Mark’s (Elaine’s) sticky toffee pudding. All were top scorers, separated by mere decimals. We loved every bake; belts have been let out an extra notch accordingly. Tune in next month to find out what fun group activity we have lined up!
Fenti’s July new starters
We welcome onboard our new Senior Graphic Designer, Caitlin, who brings a depth of experience and general all-round great vibes to our HQ! How does Caitlin describe her first week in five words? “Friendly, funny, down-to-earth, helpful and inclusive.” The feeling’s mutual, Catilin – welcome aboard the Fenti bus!
In July two work experience interns joined us, too – Lola from Westfield School, and Ava from Wales High School. Both enjoyed a front row seat to the dynamic and rapid marketing agency work we do here at Fenti. It was a pleasure to have you onboard!
Oasis live forever – we’re ‘mad for it, our kid’
July ’25 will be forever known as the month Oasis finally reformed after 16 years, much to the delight of our Social Exec, Ruby, and Graphic Designer, Joe – both of whom made the pilgrimage to Heaton Park, Manchester, to worship at the Gallagher brothers’ alter!
The excitement was palpable in the build-up to the first Oasis live shows, spilling out into both Ruby and Joe’s work here at Fenti – witness their amazing Live Forever parody with a special marketing twist – watch now on Facebook or Instagram. We haven’t stopped laughing yet.
What we’re working on this month
Graphic Design and Content update
Keeping with the the Madchester theme, our Graphic Design and Content teams always work closely, creating smoking-hot content for our clients. In July we’ve engaged party planning mode, working on the upcoming 5 year anniversary of Napoleons Manchester. We love a good trip over the Pennines – Bring it on!
Closer to home, we’ve also been busy planning a big Napoleons Sheffield relaunch celebration, following their amazing refurbishment. It’s going to be a big one, and we can’t wait! (More coverage on these Napoleons’ events next month!)
Our photography and videography services were in high demand during July, covering the Hackathon event at Pennine Five, Sheffield, as well as a royal visit at Pryor Marking from HRH the Duke of Gloucester, Prince Richard; who, by the way, is an impressive 32nd in line for the throne.
We also worked with Sky-House to shoot video walk-throughs of their amazing new properties at Waverley, and delivered portrait photography for the lovely staff at Spectrum Insurance. It was good to start project planning with Blue Box IT and their amazing initiative at Skills Street, located at Gulliver’s Kingdom – what a truly remarkable team!
Our talented content writer, Ashley, has applied special focus to new website content. Client projects for Unify, ecoke and Spectrum are underway. Press releases, too, for Pryor’s royal visit, and Prodek’s partnership with Huddersfield Town AFC.
Web Dev team update
Kieron and George, our resident tech experts, have been busy building a stunning new website for whirlowbrookhall.co.uk, now launched! There are numerous other new websites currently under development – Spectrum Insurance and Homefire. All look incredible – a testament to their highly technical work. Speaking of which, we’ve expanded our hosting solutions to offer a dedicated WPEngine premium solution.
SEO team update
Tom and Ben have launched new Facebook ads for Sky-House, to reach new audiences and retarget previous website traffic. They’re also working with Teladoc Health UK on their SEO strategy and website optimisation. It’s exciting times for one of our Sheffield-based alternative clothing brand clients – after a successful UK launch last month, we’ve now expanded their ad campaigns into the USA.
Work also continues for an upcoming new website launch and domain migration for Puragen. We’ve also expanded a shopping ads campaign for an Australian-based podiatrist and their approved footwear range.
Agency insights: how can you win in the new AI world?
At Fenti we love to share marketing insights with you. We’ve been delving into the rapidly advancing world of AI, its widening integration with our digital world, and how to not only survive it, but how to thrive and win with AI!
Google’s large language model (LLM), Gemini 2.5, is bringing about rapid change. Their AI Overview (AIO) is one of the most significant developments to impact digital marketing in years, instigating what marketing Guru, Neil Patel, calls “the great Google reset”.
How is AI impacting user behaviour?
With AIO now across 200+ countries, users are served answers to their queries directly on the search page (SERP), without the need to click through to a website. AI is rewriting the rules of discovery:
- Traditional (old) search = Query > Results > Click
- New AI-powered search = Query > Synthesis > Answer
No longer is the focus on short keywords, 10 blue links, click-through or traditional SEO. The new focus is on longer phrases, AIO answers, contextual and intent-based understanding and multi-source synthesis.
- Old SEO = rank > click > convert
- New model = visibility > interaction > conversion inside AI
How is Google’s ranking model evolving?
With Google updates happening up to 8 times a day, their machine is learning fast, shaping and optimising constantly. It wants to deliver high satisfaction to users and places enormous value on that objective, favouring content that delivers rich, cleanly formatted information and products. Their data validates that higher intent searches and conversion rates do indeed come through AIO curated user journeys.
How important is it to feature in Google’s AIO?
It’s crucial for survival and success. This isn’t a grey area, either. If your content isn’t featured in AIO, you are effectively invisible. Don’t think ‘how do I rank?’, think ‘how do I become the trusted source?’
How do we optimise for AI?
You need to adopt the new playbook:
- It’s no longer about keywords in H1’s and meta tags
- AI evaluates clarity, structure and helpfulness
- Build pages that answer questions, don’t just target terms
AI is judging content in a more human way, so follow these steps:
- Structure your content for visibility
- Use clear headings and nested answers
- Don’t rely on keyword stuffing – use schema markup and structure
- Satisfy the ‘who, what, when, why’ queries
Engagement metrics now matter more than traffic volume. So, it’s all about clean feeds and content that AI can trust – “create for people, then package for AI”, says Neil Patel in his ‘How to Win in a World of AI’ webinar.
The gap between AI winners and everyone else
Brands who are slow to adapt to AI search are being left behind. If you haven’t updated your content or feed in 3 months, you’re already behind. But fear not, you don’t need to be…
If you’re looking to lift your business to the next level, consider utilising our free marketing audit and find out how to supercharge your marketing and AI game with us!
