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Press Release The Evergreen Playbook Publishes New Episode: You waste 33% of your money in the briefing
Featuring Prof. Dr. Sebastian Wolf — Professor of Advertising and Strategic Brand Management , Stuttgart Media University
Featuring Prof. Dr. Sebastian Wolf — Professor of Advertising and Strategic Brand Management , Stuttgart Media University
Prof. Dr. Sebastian Wolf breaks down the briefing playbook: four steps from recognising briefing situations to judging creative work against the original brief.
Kornwestheim, Germany — Jun 2026 — The Evergreen Playbook, the marketing and strategy podcast hosted by David Göz, today released a new episode on briefing, creative strategy, agency.
The Evergreen Playbook has published "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 Briefing, Creative Strategy, Agency.
A weak brief wastes budget before the creative work starts. A strong brief translates strategy into a task that people can understand, judge and execute.
Prof. Dr. Sebastian Wolf breaks down the briefing playbook: four steps from recognising briefing situations to judging creative work against the original brief.
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 one of the most underestimated leverage points in marketing: the brief.
Sebastian shares a practical briefing playbook — from recognising when you are in a briefing to judging creative work against the original brief. The conversation covers why templates do not replace thinking, why vague objectives create subjective feedback loops, and how rebriefing helps check whether the translation between client and agency actually worked.
Sebastian also runs Meisterbriefing, a resource for marketers, strategists and agency teams who want to brief better.
"Think it. Don't write it."
You waste 33% of your money in the briefing is available now on:
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. It has 11 published episodes and over 7,000 followers on LinkedIn.
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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For additional information, interviews or review copies, contact [email protected].