How can brands show up in culture without looking like they’re “dad dancing” their way through TikTok trends?

In this episode of the PRCA Fuse Podcast, we’re joined by Gerald Sagoe – writer, director, producer and creative director – who specialises in content rooted in cultural authenticity. Gerald has worked with high-profile names including Anthony Joshua, Lethal Bizzle, the Mayor of London, and Sky, and has created campaigns across markets from West Africa to Dubai.

Together, we unpack:

• What cultural authenticity really means in brand storytelling
• Why some brands have no right to play in certain cultural spaces – and how audiences call that out
• The backlash to Sky’s Halo TikTok channel and what it teaches us about misreading culture
• How brands like Adidas grew organically with hip hop culture, versus those trying to retrofit “cool”
• The Oatly x Giggs collaboration and why it worked so well across Instagram and TikTok
• The rise of personal branding and employee influencers in corporate communications
• How a business advisory firm used a mental health podcast to humanise its brand
• Why investing in self-branding benefits both the individual and the organisation
• What Gerald learned about storytelling and nuance while setting up an agency in Dubai
• Why storytelling (not traditional advertising) is the future of brand communication