Make Agency London

Best Energy Website Win for ENGIE UK

2025-10-28T20:27:44Z

We’re proud to share that Make Agency has won Best Energy Website 2025 at the WebAwards for our work with ENGIE UK.

The project brought together ENGIE’s many business units into one clear, connected digital home – a platform that tells the story of the UK’s energy transition while improving navigation, accessibility, and brand consistency.

Our team led a full discovery phase, spoke with stakeholders across energy, storage, and renewables, and rebuilt ENGIE’s online presence around user needs rather than internal structure. The result is a scalable, data-led site that delivers clarity, efficiency, and impact.

Since launch, the site has seen a 90% rise in traffic, 74% boost in engagement, and a 60% drop in content management costs — proof of what happens when strategy, design, and technology come together with purpose.

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AI at the Heart of Make

2025-09-12T13:19:05Z

This week we brought the full Make Agency team together for an all hands meeting.

It was a chance to step back, look at what we’ve achieved, and share where we’re heading next. The common thread running through the day? AI.

How AI has shaped the past two years

Over the last 24 months, AI has become central to the way we work. It’s no longer an add-on or experiment, but a core part of how we deliver results for our clients.

From campaign optimisation to content workflows, through to faster, smarter development processes, AI has allowed us to push boundaries and add measurable value across accounts. The shift has been cultural as well as technical. AI is now part of every project from the start.

Building bespoke tools for clients

The best AI platforms out there are already incredibly powerful — but we’ve found the real impact comes when we layer our own thinking on top.

Over the past year, we’ve been developing what we call the Make way: taking industry-leading AI tools and shaping them into bespoke systems designed around each client’s needs.

This means creating workflows that cut out repetitive tasks, surface insights faster, and tie directly into campaign goals. It’s not about replacing the tools — it’s about configuring and combining them in ways that drive sharper strategy, cleaner execution, and stronger outcomes.

For our clients, that translates into platforms and campaigns that aren’t just automated, but genuinely intelligent.

What’s next for Make Agency®

We are a new generation of digital agency, with AI at the heart of our offering. The next phase is about scaling this vision — growing a team that brings together creative thinkers, engineers, and strategists who can harness AI in ways that go beyond surface-level use. We’re refining our full service model so it stays future-focused, blending design, development, and marketing with intelligent automation that drives real business results.

As client expectations evolve, our goal is to lead the charge: building faster, smarter, and more adaptive solutions that show what’s possible when AI is embedded into every stage of the process.

Final thoughts

Our all hands meeting was a chance to do what we love most: spend a day deep in AI and technology, exploring what’s possible next. The energy in the room came from our hungry, diverse team, all driven by one shared goal — to lead the way in transforming the traditional with AI.

For our clients, that means breakthrough value. For our industry, it means raising the bar. And for Make, it means building the future right now.

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Search Just Changed Forever

2025-06-06T19:20:31Z

Search isn’t what it used to be. We don’t mean yet another PPC or SEO algorithm update. We’re talking about what was once a generic tool which has been completely rewritten and rewired into a hyper-personalised assistant.

With the introduction of AI Mode and AI Overviews, your search results don’t just reflect keywords anymore. They reflect you – your habits, calendar, Gmail, Maps, YouTube history, purchases and more. AI knows your world, so every search is unique to the individual and the old rules no longer apply.

What’s the Big Deal: Why This Actually Matters

This isn’t a minor algorithm tweak. It’s an epic shift into how search engines think. At Make, we don’t just react to change, we help brands like yours get ahead:

The Search Engine Results Page (SERP) is no longer neutral, it’s filtered by who the user is.
Potential customers now discover brands based on who is searching, why they’re searching and what’s happening in their life… not just keywords.

Search Is Now a Feeling, Not Just a Function: Key Shifts in Strategy

This new level of audience understanding requires a new strategy. Here’s how:

1) Search = Moments, Not Funnels

People don’t follow a neat, linear journey. They drop in and out based on different emotional and behavioral points.

What to do: Create modular, intent-aware content that meets users at any stage in their decision-making.

2) Search Is Emotional & Contextual

Search queries reflect feelings, like “my knees hurt when I run”.

What to do: Speak like a human. Optimise for emotional cues and life situations, not just SEO checklists.

3) Visibility ≠ Discovery

If Google doesn’t know your brand exists, you won’t make the list.

What to do: Get proactive and invest in discovery via TikTok, influencers, UGC, Reddit, PR. Show up before people even know they’re looking for you.

4) SERPs Are UX-Driven

You’re not just competing for a click, you’re competing to be the source for AI summaries.

What to do: Structure your content for skimming, scanning and summarising. Use schema. Be the source, not the summary.

5) Clicks Are Shrinking

AI answers reduce traffic. Fewer people are clicking through after reading the AI answer. Be the source AI pulls from.

What to do: Track AI Overviews and optimise high-authority queries and sources.

6) Search Reflects Life Events

Search is syncing with real-world moments and events in your calendar.

What to do: Build “moment-based” guides e.g. “what to pack for Paris” or “best lunch spots near King’s Cross”..

7) Audience = Individuals

You must train Google to understand who you’re about.

What to do: Use social listening, sentiment data, user panels. Understand your people so well that Google starts to understand them too.

8) Authority Over Everything

Google’s new mantra? Trust the people who have done the thing.

What to do: Build EEAT (Experience, Expertise, Authority, Trust) the right way – real author bios, real citations, press mentions, knowledge panels. Shout about your credentials.

9) Your Competition? Reddit and Forums

AI trusts authenticity, and nothing’s more authentic than user conversations.

What to do: Seed smart content into communities and mimic real language, learn how people speak when they really care.

10) Search Happens Outside Google

TikTok, YouTube Shorts, Pinterest. Even Discord. People search wherever they spend their time.

What to do: Show up beyond the SERP. Diversify and optimise for the platforms where your audience actually hangs out. Read our blog on how social content is redefining search.

So What’s Next?

Here’s your action plan for a post-keyword world:

Rethink SEO: It’s now about audience, authority and behaviour. Less traffic, more relevance.
Invest in audience insight, not just keyword tools.
Stop trying to be for everyone – own your niche.
Expand into platforms like TikTok SEO, YouTube Shorts, Reddit etc.
Be the source AI trusts and quotes, putting you in the new top spot and not just another content producer.

This isn’t just about keeping up with Google. It’s about understanding people better than Google does and showing up where and when it matters most. Search has changed. Let’s make sure your strategy has too.

We’ve already helped forward-thinking brands adapt to this new search reality – crafting smarter content, sharper strategies and search experiences built for humans and algorithms. See what this looks like in action and let us help you too – get in touch.

Photo by Aerps.com on Unsplash

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Press Release: Two-Up Joins Make Agency®

2025-05-15T21:39:11Z

Make Agency (in conjunction with DXG Group), through its subsidiary, Two Up Investments, Ltd, has announced the acquisition of the assets of digital product agency Two-Up.

Make Agency, a leading London-based digital creative agency, has strategically acquired the assets of Two-Up Agency, a specialist digital product business renowned for its work within the sports, sports betting, and iGaming sectors. This acquisition significantly expands Make Agency’s capabilities and reinforces its commitment to delivering cutting-edge digital solutions to clients within these key industries.

The acquisition brings Two-Up’s established expertise and track record in creating innovative digital products to Make Agency. Based in London and Poland, Two-Up provides technical solutions to prominent online gaming brands, offering best-in-class technology tools and in-depth market knowledge to clients including Stats Perform, At The Races, and NewsUK.

Two-Up’s proficiency in user experience, user interface, design and development – alongside a deep understanding of the specific demands of the sports-betting and iGaming sector – perfectly complements Make Agency’s existing creative and strategic marketing strengths.

Industry experts join forces

The acquisition unites two industry experts: Robbie Morris, the former CEO of Two-Up, and Eugene Delaney, the COO of Make Agency, who will now also take on the role of Managing Director for Two-Up.(Ex-Podium/PA Media, Spotlight Sports Group and Flutter).

“We are pleased to integrate the valuable assets and expertise of Two-Up into the Make Agency family,” said Eugene Delaney. “Their specialised knowledge and impressive portfolio within the sports, betting, and iGaming sectors will be invaluable as we continue to grow and enhance our offerings in these key verticals. This acquisition allows us to provide our clients with an even more comprehensive suite of digital solutions, specifically tailored to the unique demands of this dynamic market.”

Robbie Morris added, “Joining forces with Make Agency represents an exciting new chapter. We are eager to integrate our expertise and collaborate with their talented team to deliver exceptional digital experiences for clients within the sports and gaming landscape. We believe this union will create significant synergies and allow us to continue to deliver innovative solutions in this specialised area.”

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ESN Shakes Up UK Sports Nutrition

2025-02-05T16:03:01Z

ESN Challenges UK Sports Nutrition Market with Make Agency’s Landmark OOH Campaign

Make Agency, in collaboration with Out-of-Home specialists Excite OOH, has launched one of the most ambitious OOH (Out-of-Home) campaigns of Q1 2025 across the UK for Elite Sports Nutrition (ESN).

A Campaign Designed to Inspire Athletes Everywhere

The goal was to position ESN as the go-to premium sports nutrition brand through its “Made for Athletes” ethos.
Running across multiple high-impact OOH formats in key cities such as London, Manchester and Birmingham, the campaign utilised large-format building banners, London Underground cross-track posters, high-impact bus wraps and digital street furniture near gyms and fitness centres.

Bold Creativity That Captures the Athletic Spirit

Make Agency’s creative work features bold visuals and messages designed to inspire and connect with the fitness community. Powerful slogans such as “FOR THE STEPS THAT SHAPE YOU” and “FOR THE REPS THAT REDEFINE YOU” embody the dedication and determination of athletes.

Uniting OOH, Digital and Social for Maximum Impact

Integrating OOH media and digital and social activation, the campaign was amplified by ESN’s UK athlete ambassadors, including Charlotte Lamb and Jeffrey Gruszka, to create a community-driven, authentic narrative.
This approach ensures the brand connects with its audience where they live, train and move. From high-footfall urban locations to fitness hubs, every placement reinforces ESN’s premium positioning in the market.

Building Momentum

This campaign represents a groundbreaking moment in the UK sports nutrition market, as ESN’s premium German heritage and athlete-first philosophy take centre stage.

Linden Bullen, Head of Strategy at Make Agency, said:

“ESN’s mission to support athletes with premium nutrition products aligned perfectly with our creative approach. ‘Made for Athletes’ authentically captures the dedication and determination of athletes, while establishing ESN’s premium positioning in the UK market.”

Initial key successes include massive brand visibility across major metropolitan hubs, positive engagement on digital and social platforms driven by ESN’s athlete ambassadors and campaign visuals, and an early buzz within the fitness community.

Turning Heads in the Industry

The campaign’s bold execution and relatable storytelling have already sparked interest across industry channels. Publications such as Campaign Live are spotlighting ESN’s innovative approach to market entry, with insights from Make Agency and Excite OOH driving thought leadership in creative and media strategy.

What’s Next?

This campaign is just the beginning. As Q1 unfolds, ESN, Make Agency and Excite OOH will continue to deliver measurable results through a unified marketing approach. With a mix of PR, influencer partnerships, events and ongoing digital amplification, ESN is well-positioned to disrupt the UK sports nutrition market and establish itself as the go-to brand for athletes.

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Why UX Matters in Sportsbooks

2025-06-05T07:02:34Z

In the highly competitive world of online sportsbooks, success isn’t just about competitive odds or generous sign-up offers. It’s about user experience (UX)—a critical factor that determines whether someone places their next bet with you or a competitor.

The New Battleground: Experience

Sports betting has gone mainstream. With legalisation expanding globally and mobile usage surging, users now have dozens of platforms at their fingertips. What makes them choose—and stick with—yours? A seamless, intuitive, and frictionless experience.

Why UX is Crucial in Sportsbooks

1. Speed is Everything

In live betting, timing is everything. Bettors want to place wagers in real time—before odds change or a key moment happens. If your interface is slow, confusing, or buried in clicks, you’ve lost both the bet and the customer.

2. Trust is Built Through Design

A confusing layout, unclear bet slips, or dodgy confirmation messages can quickly erode user trust. On the flip side, clear design, intuitive navigation, and consistent feedback reassure users that they’re betting on a safe, reliable platform.

3. Retention is Experience-Driven

The easier and more enjoyable the experience, the more likely users are to return. Features like personalised dashboards, clean mobile layouts, and smart notifications don’t just improve usability—they increase loyalty and lifetime value.

What Good UX Looks Like

Predictive search: Quickly find teams, matches, or markets.
Quick bet placement: Especially vital for in-play betting.
Real-time odds and scores: Low-latency data improves trust.
Simple navigation: Bettors should never be lost in your UI.
Built-in responsibility: UX that supports safer gambling through accessible limits and reminders.

UX is Key to Compliance

Great UX isn’t just about performance and polish—it’s also how sportsbooks meet regulatory requirements. Whether it’s age verification, clear T&Cs, or tools for safer gambling, thoughtful design ensures compliance without harming the customer journey.

The Commercial Case

A streamlined user journey directly impacts:

Conversion rates
Betting frequency
Customer lifetime value
Put simply: UX isn’t a cost—it’s a revenue driver.

Final Thought

In a crowded market where products look and sound alike, UX is your differentiator. It’s the reason a user bets with you, stays with you, and recommends you.

Get it wrong, and they’ll swipe to your competitor in seconds.
Get it right, and you’ll build a loyal, profitable user base.

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The AI Tooling Driving Our Web Dev Workflow

2024-11-26T19:34:02Z

Our engineering team is CMS-agnostic, with expertise spanning major platforms such as WordPress, Webflow and Drupal. Our growing passion lies in leveraging headless technology stacks like Next.js to craft custom, microservices-driven solutions tailored to enterprise needs.

Although AI adoption in web development raised a lot of questions in terms of accuracy, security and dependency, our team was excited about its potential.

Since integrating AI tools like GitHub Copilot and ChatGPT into our workflow, we have seen some improvements in coding efficiency and team collaboration. For example, a moderately complex custom block that previously took about five hours to complete can now be done in around three to four hours. This represents a 20% to 40% reduction in development time for these types of tasks.

Here is some direct feedback from the team on how AI has enhanced their work:

“Copilot is very helpful when converting traditional CSS or SASS code into Tailwind CSS classes, or transforming jQuery into vanilla JavaScript.”

“I used ChatGPT to help rewrite a complex algorithm for a navigation menu layout, specifically its element hierarchy. Without ChatGPT, it would have taken much longer, as I’d have to analyse each line, check with console logs, and open the browser to search for solutions when having syntax issues.”

“I use AI for debugging and code conversion. Recently, I used it to get an overview of plugins available for specific client requests on a WordPress site. I got a more concise, useful list which you don’t tend to get with google.”

Sometimes, using Copilot feels like having an extra developer on your side helping with repetitive tasks. We only need to review and sometimes modify the AI-generated code to suit our needs. This is not necessarily a bad thing, but it requires to be on top of the solution to not end up with technical debt.

Just as we don’t expose environment secrets, when it comes to security we ensure sensitive data is not exposed when using these tools. We anonymise sensitive information and ensure AI is disabled in confidential projects.

Overall, our current approach is to use AI to increase productivity writing code and documentation, always ensuring there’s a developer in the loop checking if the output produced by the AI matches our standards.

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Make Agency Wins Best Events Website at 2024 WebAwards

2024-10-11T08:31:40Z

We are thrilled to announce that Make Agency has won the prestigious 2024 WebAward for Best Events Website for our work on Boxpark.co.uk!

This recognition highlights the hard work, creativity, and innovation that went into creating a standout digital experience for Boxpark, one of London’s most iconic event and leisure destinations.

Our goal for Boxpark’s website was to capture the vibrant energy of their locations while making it easy for users to explore upcoming events, book experiences, and immerse themselves in everything Boxpark has to offer. From intuitive navigation to dynamic design elements, we crafted a site that not only looks stunning but delivers seamless functionality across all devices.

https://makeagency.co.uk/wp-content/uploads/2024/04/Boxpark-Vid-1.mp4

Key Features of the Boxpark Website:

Dynamic Event Listings: A fully integrated events calendar that updates in real-time, making it easier for visitors to stay in the loop with the latest happenings.
Mobile-First Design: With so many users accessing the site on-the-go, we ensured a flawless experience on mobile devices, prioritizing fast loading times and easy navigation.
Engaging Visuals: Bold imagery and interactive elements reflect Boxpark’s unique brand and energetic atmosphere, allowing users to dive into the Boxpark experience from the moment they land on the site

We couldn’t be prouder of the collaborative effort between our team and Boxpark, and we’re honoured to have our work recognised by the WebAwards.

A huge thank you to our talented team and partners at Boxpark for making this project such a success. Here’s to continuing to create award-winning work that drives digital innovation!

Check out the award-winning website here: Boxpark.co.uk

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Celebrating 10 Years of Success!

2024-10-14T15:21:51Z

At Make Agency, we’re kicking off our 10-year anniversary celebrations early with an unforgettable summer party! As we gear up for our official anniversary next month, we took a moment to reflect on the incredible journey we’ve had—and of course, have some fun along the way.

This year’s party was one for the books! We started with a friendly (and competitive!) round of Junkyard Golf, followed by office celebrations, and capped it all off with an amazing 3-course dinner at Morito. It was a perfect day to celebrate with the team that’s made the last decade of creativity and innovation possible.

A huge thank you to our incredible team, past and present, for their hard work, passion, and dedication. Without you, none of this would be possible. Here’s to many more years of success, groundbreaking projects, and unforgettable moments!

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July 2024 Video Diary

2024-10-14T15:22:19Z

July was a whirlwind of excitement and growth here at Make Agency! This month, we’ve been on our toes, responding to a wave of new RFPs and delivering some game-changing pitches.

With several major client campaigns and projects set to launch soon, there’s a real buzz in the air—and we couldn’t be more excited to share it with you.

Subscribe for more behind-the-scenes content and updates from our team as we continue to push the limits of what a digital agency can do.

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