I like this point of view. Its a connected-world thought, not a push-only thought. We can layer on top of the classic advertising thinking this insight - that inspiration comes from connections being made between things. The more connections, the more possibilities (shame that was from BT). If punters make connections themselves, then they start to own and share their ideas/opinions and viral ideas and popular movements emerge (chuck out your chintz). However, we have to go one step further than just the simple idea. We need to instill an idea that has currency AND provide long term ways of helping people play with that idea. Ideas need traction, not just interuptive ads, to gain acceptance.
The lonely world of the creative team is underthreat, as if you take this thought forward, the role of agencies is to provide the links, the lateral thought, the consumer driven traction for brands, as clients are too busy running businesses to foster them themselves. "He was talking generally about co-creation, about the way that real
value in the world is created in the interactions between people, not
by the prototypical lone genius." Russell Davies on Mark Earls
So creative briefs - a collection of connections? A collection of possibilities for traction on a page, that combines a simple message with a world of implications for that message. We need not just a simple thought but a simple thought that lives in the connections between people (on and offline). Are planners the Rachel Whitereads of business - those interested in the empty spaces between things? (sorry, wanky thought)