Times for a new brief?

Somewhat in response to Richard's essay on the Naked Brief, I do think it's funny that we all defer to pretty much the old standard creative brief. I think your basic brief is very good at leading us to a focused, simple advertising idea. Usually really nice on telly.

But we also wax lyrical about the need for advertising that is interesting, that is 'worth' people's time and attention, that is truly useful, and is the latest part of a brnad story (or narrative).

I'm guilty of both of these things, by and by.

But do we need a brief that places 'this' piece of advertising in the overall story arc of the brand, that understands what people will find useful, and where the output is likely to be a behavioural construct rather than an ad? A brief where the proposition is a value exchange?

Wouldn't ad agencies trying to be digital agencies need something like this to break down their traditional (or schizophrenic) view of how comms work these days?

By the way, the image is from my flickr set, and has about 700 views - it's of a brief from the US that formed the basis of our brief at work. It's pretty traditional.