I'm a big advocate for what I describe at BrandoSocial (where I work) as social brief creation: the process of creating the idea for implementation alongside those closest to the thing being produced and alongside those for whom the message is intended.
It should be a process of co-creation with the added benefit of achieving real buy in from clients and receipients (that which we create, we embrace, hey Alan...).
Idea Bounty approaches the creative brief from a slightly different perspective: that of taking the crowdsourcing of input global. (image courtesy)
In its current form it has the potential to reach out to a much wider pool of creative minds than you usually have access to (and they're paid for their efforts, so plenty of incentive).
But it is very much pitched at clients and creatives:
Clients: Get thousands of minds thinking about your brief and only pay for what you use.Creatives: Get paid for your best ideas with no long term commitment from you.
In other words there's somebody missing from the process of social brief creation - the people the brief is, in its implementation, intended to reach/serve.
It's not a huge step away. And even in its current incarnation Idea Bounty's fulfilment of the idea that none of us is as clever as all of us will make it extremely useful to many.
Mind you, there's many a creative ego that simply won't accept they might not be quite as good as everybody.