From Agency Life to Industry Impact: Fay Sharpe on What It Really Takes to Stand Out and Lead
At inVOYAGE, the best insights come from shared experiences—whether it’s a one-on-one conversation, a networking dinner, or time spent getting to know each other beyond the business card. It’s in these authentic moments that leaders open up, stories are exchanged, and inspiration is passed on.
One such leader is Fay Sharpe who first attended inVOYAGE in 2014 and then again in Mykonos in 2021. With a career spanning agency boardrooms, global stages, and now the frontlines of mentorship, Fay has become one of the most recognised and respected voices in events and hospitality. As co-founder of Zibrant—once one of the UK’s top event agencies—and the force behind FastForward15, she’s passionate about helping others rise.
With this in mind, we sat down with Fay for a candid conversation about what it really takes to build a standout agency brand in today’s world.
Agency Life & Standing Out
Emily, inVOYAGE: You were at the helm of one of the industry’s most successful agencies, what were some of the early lessons you learned about standing out in a crowded market?
Fay, FastForward15: I’d say two key things. First, having a really strong brand—not just externally, but one that’s embedded into every member of your team. At Zibrant, we truly lived by our brand values. They weren’t just something stuck in a drawer—we rewarded people for living them, and encouraged our team to embody those values daily.
This had a long-term impact. People stayed with us and built their career, It was a place people enjoyed working, and our clients could feel that consistency. They saw the values reflected in how we delivered.
Second, we had a “can-do” attitude. I’ve always believed in saying yes—within reason—when a client asks for something. My ethos was that every job, no matter how small or large, deserved our best. I’d inspire the team to go above and beyond every time, whether it was venue finding or a full-service creative event. We built lasting relationships that weren’t transactional. In our world, it’s about trust—clients come back when they know you’ll deliver.
Emily, inVOYAGE: Were there any “sink or swim” moments that stood out to you during that time, and what did it teach you?
Fay, FastForward15: So many moments. One of the biggest lessons—no matter the size of your business—is the importance of cash flow. You have to ensure your business is financially sound and that you're managing your numbers carefully.
There were times we could have gone under. Financial stress can take its toll on owner/ entrepreneurs. In the early days, we had to take out loans to stay afloat and the bank manger was certainly on speed dial. But I was committed 110%. Even with two young kids, I poured everything into building a strong, ethical business.
I also surrounded myself with people who were strong in areas I wasn’t—an excellent CFO, a great operations director. That made all the difference.
Another big challenge was winning and losing clients. It’s hard. When you lose a client, you have to understand why. What went wrong? It’s a constant effort to stay on top.
Emily, inVOYAGE: How did you balance creativity with commercial results—especially when pitching to big clients?
Fay, FastForward15: We got really smart about it. We didn’t pitch for everything. Each pitch is a big investment, and we always asked: why is this client going out to pitch? Have they been with their agency for a long time? Are we just making up the numbers?
If we felt there was a real opportunity, we’d go all in—120%. I remember pitching to a major consulting firm and building a scale model of the venue. That alone cost over £1,000. We produced a custom colour book too.
I loved pitching—it was my favourite part of the job. I’ve even stopped mid-pitch when I could tell the client wasn’t feeling it. I’d ask what wasn’t working, what they liked, what they didn’t. That honesty paid off. We didn’t win that pitch, but we won the client later—on a multi-million-pound contract.
Creativity is key, but only if it aligns with what the client wants. You have to ask the right questions: What’s the audience? What’s the goal? What are the no-gos? Incentive travel for couples is very different from solo travellers. It has to be aspirational—but tailored.
Emily, inVOYAGE: Now, I know you’re a big believer in the role culture plays in the success of a business. What made your agency a place people wanted to work—and stay?
Fay, FastForward15: We had a lot of fun – looking after people is the key – little moments. I strongly believe in rewarding and recognising people. It’s not just about salary. If people feel part of a team and appreciated, they’ll go above and beyond.
The culture at Zibrant was phenomenal. We worked hard at it. We had an annual “Zibrant Reward” where the winner got £5,000. I also ran my own incentive trips for the top 12 performers. I’d plan and host the trip myself.
One time, I took a group to New York—upper class flights, stretch limo on arrival, barbershop experience for the guys, blowouts for the girls, a yacht tour past the Statue of Liberty, shopping experiences—it was unforgettable.
It was all about knowing your audience. My motto was “work hard, play hard.” If people gave extra, we’d look after them. Communication was also key—especially during hard times. You have to be honest and show leadership.
Emily, inVOYAGE: So, if you were running an agency today, how would you adapt to stay relevant in today’s hyper-competitive world?
Fay, FastForward15: It comes back to brand and delivery. You can’t be beige. You have to stand out—and that means two things: your people and your image.
In the service industry, we don’t sell a product—we sell people and experience. So your team has to live and breathe your brand. You need to bring them on the journey with you as a leader.
Your brand image must also reflect who you actually are. And as a leader, you have to be visible—especially with social media today. Name recognition is key. You can’t hide in the background if you want to grow.
When I first started in venue finding, I committed to being one of the top experts in the space. I’d visit every venue I could, or read up on them if I couldn’t – and that gave me real credibility. Don’t ever be afraid to take the time to learn - knowledge is power!
Click here for Part 2 of our interview as Fay dives deeper into the power of mentorship, building legacy, and why investing in others is one of the most strategic moves a leader can make.
Fay Sharpe’s story is a powerful reminder of what happens when experience meets purpose. It’s this kind of real, actionable insight that defines the inVOYAGE community—a space where people can show up not just to network, but to share, learn, and elevate the industry together.
If you’re ready to grow your network, deepen your knowledge, and be part of a community where no idea is off the table, join us at one of our upcoming events: