Press Release The Evergreen Playbook Releases Episode 011: You Waste 33% of Your Money in the Briefing
Featuring Prof. Dr. Sebastian Wolf, Professor of Advertising and Strategic Brand Management, Stuttgart Media University
The Evergreen Playbook Releases Episode 011: "You Waste 33% of Your Money in the Briefing" with Prof. Dr. Sebastian Wolf, Professor of Advertising and Strategic Brand Management, Stuttgart Media University
Sebastian Wolf on BetterBriefs research, the five questions of a creative brief, thinking before templates, and rebriefing.
Kornwestheim, Germany · Jun 2026. The Evergreen Playbook, the marketing and strategy podcast hosted by David Göz, today released a new episode on creative briefing, briefing process, agency collaboration.
The Evergreen Playbook has published Episode 011: "You Waste 33% of Your Money in the Briefing", featuring Prof. Dr. Sebastian Wolf, Professor of Advertising and Strategic Brand Management at Stuttgart Media University in a conversation about Creative Briefing, Briefing Process, Agency Collaboration.
BetterBriefs research found that poor briefing can waste 33% of a marketing budget. Sebastian Wolf’s framework covers the recipient, task, context, approach and deadline.
Sebastian Wolf on BetterBriefs research, the five questions of a creative brief, thinking before templates, and rebriefing.
Sebastian Wolf is a professor at Stuttgart Media University and the creator of Meisterbriefing. Before academia, he worked for more than ten years as a copywriter, creative director and strategist in agencies.
David Göz speaks with Prof. Dr. Sebastian Wolf about briefings in agencies and inside teams. BetterBriefs research found that poor briefing can waste 33% of a marketing budget.
They cover the five questions of a brief: who, what, why, how and when. The conversation also looks at thinking before using a template, choosing whether a brief should inspire or set boundaries, and using a rebrief to check what the other side understood.
Wolf is the creator of Meisterbriefing, a resource for marketers, strategists and agency teams.
"Think it. Don't write it."
Key topics covered in this episode:
- Recognise briefing: it happens more than you think: Briefing is not just a formal agency meeting. Any situation where someone translates a task for some…
- Answer five questions before you brief anyone: Every briefing needs five questions answered: who is receiving this brief (not only the target audie…
- Treat the brief as thinking, not paperwork: Filling out a template is not briefing; it is documentation. The briefing happens in the thinking th…
- Decide: should this brief inspire or set boundaries?: Not every brief has the same job. Some briefs should open creative space: they are invitations to ex…
Availability
You Waste 33% of Your Money in the Briefing is available now on:
About The Evergreen Playbook
The Evergreen Playbook is a marketing and strategy podcast for founders, marketers and business leaders in SMEs and startups. Each episode is built around one evergreen idea, a timeless principle behind lasting brand and business growth, and the expert who can explain why it matters. The show publishes video on YouTube and audio on Spotify and Apple Podcasts. The site currently lists 11 published episodes.
About David Göz
David Göz is a marketing strategist, consultant and the founder of Hexagram Creative, based in Kornwestheim, Germany. Through The Evergreen Playbook, he interviews experts in brand science, simplicity in marketing, B2B strategy, community marketing, storytelling, agency economics and small-brand growth. He is available for consulting, keynote speaking and panel moderation.
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