20 Oct 2026 | Charli West

Purple Goat launches Antidote to improve representation of disabled creators

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Influencer marketing agency Purple Goat has launched Antidote, an independent talent agency specialising in disabled, neurodivergent and chronically ill creators, with a mission to improve representation and help brands build more effective partnerships with talent.

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.

Drawing on their own lived experiences, the pair said the business was developed in response to feedback from creators who felt Purple Goat – a disability-led agency focused on inclusivity – understood their experiences and accessibility requirements.

Antidote has launched with sports-focused creator Cal Traquair, who has cerebral palsy and more than 474,000 TikTok followers.

He said: “It’s refreshing to have management that truly understands our lived experiences.”

Antidote will represent a deliberately selective roster, supporting creators across brand partnerships, personal brand development and longer-term commercial opportunities.

Purple Goat is part of WPP Media and Antidote will operate independently as Purple Goat’s sister agency, with its own brand, website and talent roster.

Roberts said the idea for Antidote had been discussed for several years, with the team waiting until it had the capacity to establish the agency 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 barriers to representation

Roberts said they felt there was space for a dedicated talent agency for disabled talent because these creators often have to advocate for their own accessibility requirements, even when they have representation.

She cited examples including shoots that run for an entire day, 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 repeatedly explaining and negotiating accessibility requirements can be exhausting, adding that representation at Antidote gives creators someone to advocate for them when they are uncomfortable with a particular request.

The agency will take an individual approach to working with talent, adapting how briefs are communicated and delivered according to creators’ needs. Roberts said this could include explaining a brief verbally over a video call rather than relying on written documents.

A commercial opportunity for brands

Roberts argued that when brands fail to consider disabled audiences and creators as part of their wider marketing strategies, they risk overlooking potential customers.

Research from Unstereotype Alliance in 2024 found that inclusive advertising was associated with a 3.46% uplift in short-term sales and a 16.26% uplift in longer-term sales. The report also identified benefits for 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 a range of categories, including beauty, fashion and sport, rather than being limited to disability-focused marketing or awareness campaigns.

“Some of the most incredible creators I see on TikTok and Instagram every day aren’t talking about disability at all,” Roberts added. “They’re creating entertaining, funny content that people simply enjoy watching.”

Looking ahead, Roberts said success at Antidote would mean building a strong roster across multiple niches and securing opportunities that allow disabled creators to develop sustainable careers.