Brand Storytelling with Cultural Credibility: Insights from Gerald Sagoe

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 storytellingWhy some brands have no right to play in certain cultural spaces – and how audiences call that outThe backlash to Sky’s Halo TikTok channel and what it teaches us about misreading cultureHow 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 TikTokThe rise of personal branding and employee influencers in corporate communicationsHow a business advisory firm used a mental health podcast to humanise its brandWhy investing in self-branding benefits both the individual and the organisationWhat Gerald learned about storytelling and nuance while setting up an agency in DubaiWhy storytelling (not traditional advertising) is the future of brand communication