Another creative brief contender, one that thinks beyond the autocratic proposition :

1. What is the problem we're trying to solve? (ie role of communications)
2. Who is this among?
3. Where is the best start point to solve this? (a replacement to the proposition - more about an approach than the usual what should the advertising say)
4. How can we make this interesting? (or why should people care) - more about trying to give some social ammunition/cultural influence
5. Any sacred cows? (the real mandatories)