There's a great scene, in the quiz night episode of Phoenix Nights, when Brian Potter's team show him their plan to cheat their way to quiz victory.
They reveal one of them has written all sorts answers on their forearm, concealed beneath their shirt sleave.
"Do you know the questions?", he asks.
"No", the respond, "But you never know".
It's here at at nine and a half minutes.
If ever there was a metaphor for skewering the lunacy of pre-supposing any sort of media or marketing specialism answer, before fully interrogating the problem and getting an IDEA, it is this.
Advertising is the answer, what is the question?
Digital is the answer, what is the question?
The brand onion is the answer, what is the question?