What makes a brand stand out in a crowded digital landscape, capture attention, and create campaigns that genuinely resonate? It starts with understanding culture, not chasing virality.
In this episode of Adspeak by ADWEEK, host Lauren Probyn Aouad, VP of entertainment & culture marketing at UTA, sits down with Anthony Po, creator, performance artist, and co-founder of Pufferfish.
Recorded live at Brandweek 2026, the conversation explores how creators are redefining brand marketing, why authenticity matters more than strategy alone, and what it takes to turn cultural moments into meaningful audience connections.
The discussion examines why copying viral campaigns rarely works, how brands can recognize the “ick factor” that makes audiences disengage, and why marketers must earn attention before delivering their message.
Anthony also shares insights on the growing business opportunities for creators, the importance of involving culturally immersed talent, and how testing content with engaged communities can help refine campaigns before launch.
For marketers looking to connect with digital-native audiences, the conversation offers a valuable reminder: genuine cultural understanding and creativity can accomplish far more than simply chasing the next viral moment.
What you’ll learn:
- Why copying a viral campaign’s format (not its feeling) guarantees audience rejection and algorithmic punishment
- How to identify the “ick factor” that signals to digitally native audiences you’re exploiting culture rather than participating in it
- The “earn the view first” principle with creating genuine attention
- Why hiring people who are actually immersed in culture is non-negotiable for authentic digital content
- How to decide whether a campaign should optimize for direct conversion versus long-term brand equity
- The value of pre-launching content to small, engaged fan communities for real-time feedback before a public release
About the guest:
Anthony Po is the co-founder of Pufferfish, a media company specializing in creator-led brand activations and cultural storytelling. With a decade-long background as a content creator across Instagram, YouTube, and TikTok, including a tenure leading short-form creative at MrBeast, Anthony has mastered the art of building authentic connections with digitally native audiences through innovative, culture-first campaigns.
Episode Highlights:
[05:20] Recreate the Feeling, Not the Viral Stunt — Viral campaigns succeed because they capture a feeling audiences connect with, not simply because of their format. Anthony explains why brands attempting to replicate stunts like the Timothée Chalamet lookalike contest often miss the point. By understanding what made the original moment resonate and creating something fresh around that emotion, marketers can participate in culture without appearing opportunistic. The goal is genuine audience connection, not imitation.
[06:37] Hire People Who Actually Live and Breathe Culture — Authentic digital marketing requires people who understand internet culture from experience, not just research. Anthony and Lauren discuss how even small details, such as font choices, can reveal whether a brand truly understands its audience. Anthony points to brands like Duolingo and Wendy’s, whose social presence reflects genuine digital fluency. For marketers, the lesson is to bring culturally immersed talent into campaign development rather than expecting disconnected teams to manufacture authenticity.
[16:01] Earn the View Before Introducing Your Brand — Content must capture attention before brand guidelines and messaging become relevant. Anthony explains how his team prioritizes entertainment, education, or practical value before worrying about custom fonts and other brand elements. This approach challenges marketers to rethink content that leads with corporate messaging and gets ignored. By earning the audience’s attention first, brands can make their presence feel natural and relevant rather than intrusive.
[17:03] Are You Driving Sales or Building Brand Equity? — Campaigns designed for immediate conversions require a different approach from those intended to build long-term brand equity. Anthony highlights why expecting one creative asset to deliver both direct sales and cultural buzz can lead to disappointing results. He recommends defining the objective before choosing the format and measurement framework. Straightforward ads may work best for conversions, while culturally resonant campaigns can build positive associations that strengthen the brand value over time.
[19:21] Test Your Content With Fans Before Going Public — Testing content with engaged communities can reveal weaknesses before a campaign reaches a wider audience. Anthony and Lauren discuss how creators use platforms like Patreon and YouTube memberships to gather feedback on early cuts and refine their work. Even when the feedback challenges his own instincts, he finds that outside perspectives improve the final product. For marketers, this offers a practical alternative to traditional focus groups and helps reduce the risk of public missteps.
