I do believe the 'Chief' is Kevin Friege, head of Marvel Studios. I would wager that contract negotions have been accounted for on just how this whole Avengers Assemble movie is going to come together. Favreau, Downey and Norton all knew they were part of a growing puzzle. Marvel Studios signed Jackson to a 10 picture deal, obviously Samuel Jackson is in on the 'big picture. I just have to believe that before signing and coming on board Branagh, the cast of Thor and who ever ends up doing Captain America will have the details all laid out in front of them regarding 'the plan'.