“Great design is not about being ‘on brief’ – it’s about using one’s insight, understanding, experience and creative skills to help clients identify, rationalise and achieve real, specific objectives” I agree in principle, although to effectively meet those objectives, surely you first need to establish what they are, which in itself formulates the brief?… ‘Great’ design might not be on brief, but effective design usually is I’d say.

As a designer, I personally see a brief as the essential go-to checklist and as both a leash and a creative sand-box where you can find creativity within it’s restrictions. I agree with your primary points, I am too a big abdicate of agencies writing creative briefs also, using their creativity, problem solving skills and experience to identity and agree upon an overall goal with the client.

But the most concerning thing for me is that in that picture, no one is wearing any clothes!