Muttley, do something!

Back in March I blogged on the Planner's dilemma: what relevance does a 20 year-old Creative Brief Form have for today's media landscape? The conclusion I came up with was - not a lot, but what do you do in the absence of anything better?

Luckily, Gareth Kay has put together an excellent presentation on "The brief in the post-digital age", which I'd like to draw your attention to if you're also floundering around in the mire of post-digital dissonance.

Gareth has a list of "better questions" that we should be asking on our Creative Brief - "why might they talk about this idea?", "how do they get involved?" and "what keeps the conversation going?". But, as he rightly says, the piece of paper itself is less important than what you do. Everyone should understand that the shift is "from saying things at people to doing things with and for people."

Which is where Dick Dastardly and Muttley come in.