<p>How can brands show up in culture without looking like they’re “dad dancing” their way through TikTok trends?</p><p><br></p><p>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.</p><p><br></p><p>Together, we unpack:</p><p><br></p><ul><li>What cultural authenticity really means in brand storytelling</li><li>Why some brands have no right to play in certain cultural spaces – and how audiences call that out</li><li>The backlash to Sky’s Halo TikTok channel and what it teaches us about misreading culture</li><li>How brands like Adidas grew organically with hip hop culture, versus those trying to retrofit “cool”</li><li>The Oatly x Giggs collaboration and why it worked so well across Instagram and TikTok</li><li>The rise of personal branding and employee influencers in corporate communications</li><li>How a business advisory firm used a mental health podcast to humanise its brand</li><li>Why investing in self-branding benefits both the individual and the organisation</li><li>What Gerald learned about storytelling and nuance while setting up an agency in Dubai</li><li>Why storytelling (not traditional advertising) is the future of brand communication</li></ul><p><br></p>