The appointment follows Antidormi (pictured) completing an initial six-month fixed-term contract at the business.  

Antidormi’s experience spans client-side and agency; she has run her own independent practice for the past nine years, and prior to that, held research director roles at Illuminas and Redblue Research.

She previously contracted as interim head of quant at Crowd DNA when Matilda Andersson (now chief executive at Truth) was group managing director.

Antidormi brings expertise in quantitative methods alongside a mixed-method skill set. At Truth, she will help the business to define its approach to data-led insights consulting in the future.

Andersson said: “We were looking for someone who could help us innovate what the future of quant and analytics looks like – for Truth, for our clients and for our industry. Maria is the perfect person. She brings enormous experience and a wide perspective across different categories and methods: qual, futures, as well as hard-core analytics.

“She is also genuinely kind and brilliant to be around, and that matters enormously for the culture we're building. She has already made such a difference to the team and to the quality of our work.”

London-based Truth became part of European advisory and communications group Paritee in late 2025.