Fibrus People Spotlight: Joe Storey, November 2025 Q&A

• Where are you from? 

I’m originally from the South West of England. After working in London for eight years, I moved to Northern Ireland with my now-wife (it’s true, Northern Irish people always want to move home!). 

• How long have you worked at Fibrus? 

I joined Fibrus three years ago. I was working for Sky when I first moved, but the constant travel meant I quickly jumped at the chance to join a home-grown company and help build the Fibrus brand across both NI and the rest of the UK. 

• What led you to this career? 

After loving my MarComms module at University, I knew I wanted to go into advertising. Since I have a creative brain but lack the hands-on talent of a designer, I aimed for a client-side role, working with the creatives. 

An 8-year stint at Sky in London, where I helped build and develop the NOW TV brand, fueled my love of gathering and acting on insight to bring a brand, product, or message to life. Seeing a brand you developed in homes or on screen—it’s hard to beat! 

• What does your typical day at Fibrus look like? 

My role is pretty varied at Fibrus, which is what I love about working for a smaller altnet that is punching above its weight in the industry. 

Whether we’re developing a new campaign for TV alongside our creative agency, researching our audiences to make sure we’re giving our customers what they want, or working with our sponsorship partners to develop ideas to engage the fans, there’s never a dull moment and there’s always more to be done. 

No day is spent alone either – whether in the office or at home, collaboration is key to moving quickly and taking advantage of every opportunity that comes along, and working with people from across the business to solve a problem or grasp an opportunity is what it’s all about. 

• What do you like to do in your free time? 

Until recently I’d have said seeing friends, cycling, spending time with my wife etc. However, after recently welcoming our first child, I no longer remember the concept of ‘free time’. 

Ironically, as cliché as it sounds, I’d take a nappy and a cuddle over a pint and a chat at the moment. I do miss Guinness though… 

• What’s your go-to productivity trick? 

A bit standard, but a well prioritised to-do list is key, and when things get really busy, break out the highlighter. 

For more ‘focussed’ work, putting a block in the diary and whacking on a good ‘lo-fi’ concentration playlist always does the trick. 

• What motivates you at work? 

Problem solving, with style. 

Most of my job is ‘how do we fix this problem in the most efficient way’ or ‘how do we communicate this message in the most effective way’. Getting to the bottom of those challenges, and working with great teams, agencies and designers to help us solve them with innovative ideas, or brilliant looking advertising, is where the fun is. 

• How do you like to wind down from your day? 

Typically winding down would involve a run/trip to the gym after work to clear the old noggin’, then generally making dinner and watching something on the box with my wife (with a few nappies, cries and feeds thrown in for good measure these days). 

• What’s something you saw recently that made you smile/laugh? 

Most of the things my daughter does tend to put a smile on my face at the moment. Except the ‘poonamis’ – they’re no joke, and if you’re still smiling when one of those hits, there’s something wrong with you…  

• What’s the best advice you were ever given? Who was it from? 

‘Don’t eat yellow snow’ – someone wrote it in our wedding guestbook… 

From an advertising perspective, a strategist at my old media agency used to say – ‘If you’re going to interrupt my conversation, at least bring champagne’ – we’re interrupting peoples days/podcasts/scrolling time, so the least we can do is try and show/tell them something that might interest them, or at the very least entertain them. 

• What book, movie, or music changed your outlook on life? 

I’m not sure anything has quite ‘changed my life’, but as good movies go, a full Lord of The Rings (extended edition) marathon is hard to beat…if you can find a spare 12 hours that is… 

• What’s the top destination on your must-visit list? 

Seeing the sights of Turkey was definitely a highlight of the last few years. From the bustle of Istanbul, to hot air ballooning above Cappadocia, to the white pools of Pamukkale. Would definitely recommend!