Martyn Sibley on connecting brands with disabled influencers at Purple Goat

Ad Age is marking Disability Pride Month 2023 with our Honoring Creative Excellence package, in which members of the disability community revisit some of their favorite creative projects. (Read the introduction here.) Today, Martyn Sibley, co-founder and CEO of Purple Goat, writes about launching the London-based global marketing agency. I’m thrilled to share the remarkable journey of Purple Goat, the pioneering marketing agency that I lead. Our mission is simple yet powerful: to connect brands with disabled social media influencers, champion inclusivity and redefine the marketing industry. The inception of Purple Goat can be traced back to a transformative coaching session I had in 2019, which sparked the idea of connecting brands with disabled influencers. I saw immense potential in leveraging the power of influencer marketing to not only create impactful campaigns but also to amplify the voices of talented creators who were often overlooked by the mainstream media. With this vision in mind, I set out to find a partner with expertise in influencer marketing, and that’s when I discovered the Goat agency. They were renowned for their innovative approach and track record of success in influencer marketing, making them the perfect match. What excited me even more was the opportunity to lead the charge in disability inclusion, an area where the Goat agency was eager to learn and grow. Ad Age Small Agency Awards See all of the 2023 winners Click here To forge a strong partnership, I offered a free talk to the Goat agency’s staff, sharing insights on the power of inclusivity and the immense potential of working with disabled creators. This talk not only inspired their team but also laid the foundation for a collaboration built on shared purpose and values. In April 2020, Purple Goat officially came into existence, combining my passion for inclusivity with the Goat agency’s expertise in influencer marketing. From the outset, we garnered attention from global media and clients eager to embrace authentic and impactful marketing campaigns that celebrated diversity and inclusivity. A core aspect of Purple Goat’s identity is its unwavering support for disabled creators. We believe in providing a nurturing environment where these talented individuals can thrive, express their creativity and become influential voices in the digital space. Empowering our team has been the key to creating campaigns that genuinely resonate with audiences, driving remarkable results for our clients and effecting positive social change. The brilliant talent we’ve recruited and empowered within the Purple Goat team has been the driving force behind our remarkable growth and industry recognition. Our collective passion for inclusivity and creativity has earned us multiple awards, celebrating our groundbreaking work and the transformative impact we’ve made in the marketing landscape. As we continue to grow, Purple Goat remains committed to being a guiding light in the marketing industry, exemplifying the power of inclusivity, diversity and creative excellence. Through our journey, we have shown that a disability-led agency not only competes but thrives, making a profound difference—one campaign at a time. In a world where marketing holds the power to shape perceptions and lives, Purple Goat stands tall as a beacon of change. We’re proving that with passion, determination and a commitment to inclusivity, we can create campaigns that not only resonate but also drive social progress, inspiring a more inclusive and authentic approach for brands and marketers worldwide. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Martyn Sibley on connecting brands with disabled influencers at Purple Goat

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