Influencer Marketing agency Purple Goat has launched Antidote, an independent talent agency representing disabled, neurodivergent, and chronically ill creators. According to The Media Leader, the agency is designed to help brands build more effective partnerships with that talent base.

Dani Roberts, Campaign Director at Purple Goat, and Tori Tyreman, Senior Campaign Manager at the agency, will lead Antidote as talent chiefs while continuing in their existing roles. Purple Goat, a disability-led agency within WPP Media, said Antidote will operate independently as its sister agency, with its own brand, website and talent roster. Antidote has launched with one signed creator, Cal Traquair, a sports-focused TikTok personality with cerebral palsy and more than 474,000 followers. “It’s refreshing to have management that truly understands our lived experiences,” he said.

Roberts said the idea for Antidote had been under discussion for several years, with the team waiting until it had the capacity to launch properly. “We’re starting small and working with very specific creators in the beginning,” she said. “We want to build it slowly, but do it properly. That’s really important for us. We don’t want to rush into it and sign loads of talent and not be able to give people the time and energy they truly deserve.”

Addressing Accessibility in the Industry

Roberts said disabled creators often have to advocate for their own accessibility needs even when they already have representation, citing examples such as full-day shoots, short campaign turnaround times, and filming schedules that need to accommodate carers. “The industry is very fast-paced, but that isn’t always possible for disabled content creators,” she said. “That’s where we can lend our expertise and really provide support.”

Tyreman said that repeatedly explaining and negotiating accessibility requirements can be exhausting for creators, and that representation through Antidote gives them someone to advocate on their behalf when a request makes them uncomfortable. The agency said it will adapt how it communicates briefs to individual creators’ needs, which could include explaining a brief verbally over a video call rather than relying on written documents.

Roberts argued that brands which fail to consider disabled audiences and creators in their marketing strategies risk overlooking potential customers. She pointed to 2024 research from the Unstereotype Alliance that found inclusive advertising was associated with a 3.46% uplift in short-term sales and a 16.26% uplift in longer-term sales, alongside benefits to brand consideration. “Working with disabled talent isn’t just the right thing to do anymore,” she said. “It also brings commercial value to businesses and organisations.”

Tyreman added that disabled creators should be considered for campaigns across categories including beauty, fashion and sport, rather than confined to disability-focused content. “Some of the most incredible creators I see on TikTok and Instagram every day aren’t talking about disability at all,” Roberts said. “They’re creating entertaining, funny content that people simply enjoy watching.”

Roberts said success for Antidote would mean building a roster across multiple niches and securing opportunities that let disabled creators develop sustainable careers.

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