To celebrate a decade of Antidote, we sat down with our CEO & founder Becca Williams to hear her story. We asked ten questions about how the agency has evolved over the years and what the future holds. Here’s what Becca had to say…
1. Why did you decide to build an agency?
I didn’t have a single ‘aha’ moment, but I started Antidote because I wanted to change the perception of PR. Too many people saw it as long lunches and champagne, but in reality, PR has boardroom-level influence. It’s a critical part of any business strategy. That said, ironically, one of our very first clients was Veuve Clicquot. So, yes, there was champagne… but strictly for professional reasons, of course. Over time, the industry has evolved, while relationships have always been at the heart of PR, the way we build them has changed. I wanted to create an agency that reflects that shift and demonstrates the true impact of communications.
2. When you started Antidote, what was your vision for the business and has that evolved over the last decade?
When I started Antidote, I was determined that it wouldn’t be just a press release factory. PR isn’t about getting coverage for coverage’s sake - it should have a real influence on a business’s bottom line. Historically, PR has struggled with measurement compared to other parts of the marketing mix, but the industry is evolving, and there’s now greater recognition of its impact. From day one, we’ve been data-driven and cutting the fluff - not just as a trend, but as a core part of our approach - and that continues to be a key focus.That founding belief still holds true today, but over the past decade, Antidote has evolved. We’ve sharpened our focus on issues like misinformation and trust, and widened our services, adapting as the world and industry change. While the business has grown, the core entrepreneurial values that shaped Antidote remain, reflecting both my journey as a PR professional and the forces that have influenced me along the way.
3. What are some of your best milestones, memories or proudest moments?
There have been so many proud moments, but a few stand out. Moving from working alone at my kitchen table to opening an office was a huge milestone. I had come from a big London agency, where the structure and training shaped me, but going from that environment to building something of my own was a massive shift.Winning incredible household names as clients has been another highlight - working on the Hour of Code campaign in Antidote’s early years was unforgettable, including a visit to Number 10. Our client retention has also been a huge point of pride, with hundreds of millions in revenue growth seen from our clients, and compared to industry standards, our tenure is exceptionally strong with an average of five years.
4. What are the biggest challenges from that journey?
One of the biggest challenges for me personally has been becoming a mum while running a business - it’s not easy. Balancing both roles has been tough but it’s also given me greater resilience, more empathy for my team, and a better understanding of what truly matters. It’s helped me set boundaries, which I didn’t have before. I used to work every hour under the sun, but now I prioritise balance - not just for myself, but for my team as well.Beyond personal challenges, the last decade has brought massive technological and societal changes - COVID being a major one. Steering a business through that uncertainty tested our resilience, but we came out stronger, with real ambitions for growth. Looking back, there are always things we could have done differently, but the key is learning from those moments and building a more robust business for the future.I believe challenges are learning experiences, and lifelong learning is a core part of Antidote’s DNA. Whenever I face something new and uncomfortable, I remind myself that discomfort is just part of the process of growth. If you can recognise that, reflect on it, and take those lessons forward, you’re always moving in the right direction.
5. What does being a female founder mean to you?
Being a female founder, to me, means embracing honesty. Too often, I see women presenting a polished, ‘perfect’ version of success - claiming they wake at 3 AM, hit the gym, run a business, parent flawlessly, and still have time for laundry. But behind the scenes, many are struggling. That kind of narrative isn’t helpful, it creates impossible standards and makes other women feel like they have to either sacrifice everything or opt out entirely.I want to change that. Success isn’t about perfection - it’s about determination, learning, and making it work in a way that’s real. If we can be more honest about the highs and the struggles, we make space for more women to step forward and thrive.
6. Has there been a role model who influenced your journey as a founder? What lessons did you take from them?
I’ve had quite a few influences, but my biggest role model has to be my dad. He was an entrepreneur, so having your own business always felt like a norm to me. It wasn’t some far-off dream, but something real and achievable. His work ethic and drive shaped a lot of my own ambition, I wanted to prove to myself that I could achieve the same. His journey showed me what’s possible, and that’s been a huge driving force for me.
7. What’s one thing people don’t know about you?
One thing people might not know about me is that I played at Wimbledon when I was 10. I represented Wiltshire in junior tennis, and our team won the UK county championship. As a prize, we got the chance to showcase our talent by playing at Wimbledon. This shows my age but I got to play with UK number one at the time, Jeremy Bates on centre court…It was a pretty unforgettable experience!
8. What do you think sets Antidote apart from other PR agencies?
Today’s political climate has led to the erosion of trust in institutions. Businesses have an opportunity to act as the new source of truth amongst their audiences in an era where trust is the new currency. I believe that communications can enable this and it is this sweet spot where Antidote sits. As a comms tech agency which combines technology and creativity, we help businesses protect against misinformation and build trust through proactive comms. It’s something that has been a founding principle, but our differentiation also lies in our use of data; or perhaps, our ability to take the insights that data can provide and create narratives. We have also built some great campaigns using machine learning and AI, demonstrating how we can adapt as the world around us evolves. As a service-based business, we are only as strong as our people. We’ve made the creation of a culture that embraces change and entrepreneurism a priority. Our Kaizen culture engenders a culture of continuous learning, which in today’s world, has never been more important. We’re about to hold our first Antidote Accelerator - a pitch process to access a fund which offers time and money to a winning team member to make real change at the agency. This is a great example of how we are bringing our values to life and I’m excited about where we’re headed.
9. Trust is central to Antidote’s proposition. In an age where misinformation is rife, what practical things can businesses adopt to rebuild and maintain trust with their audiences?
Whether you’re a start-up or an established brand, misinformation is becoming an increasingly pervasive threat to businesses of all sizes. Brands must start by educating themselves, their employees and stakeholders - about what misinformation is, how to spot it, and the real dangers it poses. This isn't just about messaging - it's about awareness. Understanding and proactive activity to safeguard businesses.Brands should take up a 'protect and promote’ approach. Protecting involves acknowledging that misinformation happens and preparing a defensive strategy. It’s about educating your team, clients, and stakeholders on what misinformation is and how to respond effectively. Promoting means putting out a strong, proactive narrative about the brand and its values to counteract any potential negativity. By doing this, businesses can both safeguard their reputation and stay ahead of the narrative.As individuals, we also need to train ourselves to recognise misinformation in our everyday lives - what we read, hear, and see. We should constantly question, 'Is this the truth?' It’s part of our responsibility, both personally and professionally, to stay aware of what’s fact and what isn’t.
10. Antidote is ten years old - how do you want it to evolve in the next ten years?
That’s difficult to predict! The pace of change has never been faster and the rate at which technology is being adopted is mind-blowing. What I would say - all things current - is that there is still a need for humans when it comes to the future of the comms industry. We see AI as a buddy. It can augment our work through better research and provide wider inspiration - but there is still a need for content created and activation driven by humans. Our curiosity still outmatches any machine.For Antidote, our core streams will remain. We will be a place for continuous learning for all, a hub for commercialising breakthrough ideas and a business that places technology at our core - for the benefit of our clients, team and the business as a whole. All of this drives great client work that delivers measurable commercial impact for our clients.
