Avoiding The Ick Factor: Anthony Po and Lauren Probyn Aouad on Getting Authenticity Right

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 Brand Week, 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 Will Learn:

Why copying a viral campaign's format (not its feeling) guarantees audience rejection and algorithmic punishmentHow to identify the "ick factor" that signals to digitally native audiences you're exploiting culture rather than participating in itThe "earn the view first" principle with creating genuine attentionWhy hiring people who are actually immersed in culture is non-negotiable for authentic digital contentHow to decide whether a campaign should optimize for direct conversion versus long-term brand equityThe 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.

Host and Guest Resources:

Anthony Po on LinkedInAnthony Po WebsitePufferfish WebsiteADWEEK Website Hosted on Acast. See acast.c