Every case is different, what works for one may not work for another.
This is why in my mind much of this debate can be summed up by saying: Advertising is not dead, it's just learning where it needs to go. The tried and trusted models aren't always right anymore.
I believe this industry works best (both in terms of results and in terms of creativity) when we treat every problem with an open mind based on the relevant problems/details/insights around it. Not when we stick a proprietary creative/planning system on top of the problem and end up having to solve two different issues to justify ourselves.