Uploaded February 2026 | Updated September 2026, 2 days ago
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
If you work in PR, communications, marketing, or brand, this conversation is a practical look at how to listen to culture, collaborate with the right people, and tell stories that feel real.
⏱ Episode Timestamps
0:00 – Introduction: Reading the room for culture-led brands
0:01:09 – Who is Gerald Sagoe? Background, roles, and clients
0:02:18 – What is cultural authenticity in brand storytelling?
0:03:52 – When brands get it wrong: “dad dancing” marketing and misused memes
0:03:58 – Sky’s Halo TikTok example and missing the mark with football culture
0:05:42 – Jack Wills and forcing a culture shift vs. being organic
0:06:41 – Why Adidas had a “right to play” in hip hop culture
0:07:37 – How social media comments reveal instant feedback on campaigns
0:10:38 – The Oatly x Giggs collaboration: a case study in authenticity
0:12:48 – Listening to culture and bringing the right partners into the room
0:13:21 – Immersing in Dubai: learning a new culture from the ground up
0:16:02 – The rise of self-branding, creators, and person-led storytelling
0:16:43 – Employee influencers & FRP’s mental health podcast example
0:20:31 – Who pays for personal branding? Employee vs employer investment
0:21:15 – The halo effect: how people-first content humanises brands
0:23:41 – Which companies are doing employee-led content well?
0:25:24 – Where to find Gerald and his work (website, Instagram, LinkedIn)
0:25:53 – Documentary work, narrative film, and the future of storytelling
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
If you work in PR, communications, marketing, or brand, this conversation is a practical look at how to listen to culture, collaborate with the right people, and tell stories that feel real.
⏱ Episode Timestamps
0:00 – Introduction: Reading the room for culture-led brands
0:01:09 – Who is Gerald Sagoe? Background, roles, and clients
0:02:18 – What is cultural authenticity in brand storytelling?
0:03:52 – When brands get it wrong: “dad dancing” marketing and misused memes
0:03:58 – Sky’s Halo TikTok example and missing the mark with football culture
0:05:42 – Jack Wills and forcing a culture shift vs. being organic
0:06:41 – Why Adidas had a “right to play” in hip hop culture
0:07:37 – How social media comments reveal instant feedback on campaigns
0:10:38 – The Oatly x Giggs collaboration: a case study in authenticity
0:12:48 – Listening to culture and bringing the right partners into the room
0:13:21 – Immersing in Dubai: learning a new culture from the ground up
0:16:02 – The rise of self-branding, creators, and person-led storytelling
0:16:43 – Employee influencers & FRP’s mental health podcast example
0:20:31 – Who pays for personal branding? Employee vs employer investment
0:21:15 – The halo effect: how people-first content humanises brands
0:23:41 – Which companies are doing employee-led content well?
0:25:24 – Where to find Gerald and his work (website, Instagram, LinkedIn)
0:25:53 – Documentary work, narrative film, and the future of storytelling
