One full-stack team per brand, staffed with storytellers and three allocators: capital, ideas, time

PrincipleBrand Strategy

One full-stack team per brand, staffed with storytellers and three allocators: capital, ideas, time

Eucalyptus replaced its siloed brand and performance teams with a full-stack team per brand (growth or creative lead, growth marketer, creatives, producer) that owns its budget and targets across everything from TV to Meta ads. Hire storytellers in every role, not just copywriters, and cover three ownerships: an allocator of capital, an allocator of ideas and an allocator of time, because a TVC can consume the whole team for weeks and kill performance creative velocity.

Source

Tracksuit webinar "Brandformance Formula" with MagicBrief and Eucalyptus (2025)

Mikayla Hopkins (Tracksuit), George Howes (MagicBrief), Carly Griffin (Eucalyptus)

00:44:56-00:48:18 Carly Griffin

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Creative Graduation: How Eucalyptus Turns a Meta Ad Into a TV Campaign