Brief from Hell


It’s truly a shame to see Katie and Matt split up. They were magic.

Anyway, Chris saw a good article the other week about the team at Man Made Music and the intro theme they were tasked with producing for the debut of CBS Evening News with Katie Couric. They were instructed to supply over 100 different snippets of music, including a dozen versions of the 10-second intro theme, which is tough enough.

But the best part was the brief/briefing they received…including the following quote:

“It must be urgent and serious, yet light,” said the program’s executive producer, Rome Hartman. “Flexible, yet memorable. Regal and encompassing the grand history of CBS News, yet moving forward.”

Come on Rome, how are you supposed to hit that target? Does make me think about some of the briefs I’ve slid under the door.