Not a dumping ground
Appearing with Publicis Groupe Chairman Maurice Levy and Digitas Chairman David Kenny, Mr. Droga billed his new venture as "the world's first branded digital destination." He said it wouldn't be an aggregated dumping ground for commercials, but a place where brands can be transparent and forge relationships with consumers, much like how a shopping mall or shopping district operates.
The destination will have three components devoted to brands: a studio-based channel, an episodic on-demand channel and a social-network channel. He didn't elaborate on the name HoneyShed.
"Brands have such a good story to tell, why not create a place where we can celebrate the sell?" asked Mr. Droga, who's the founder and creative chairman of agency Droga5. He went to Mr. Levy with the idea a year-and-a-half ago and recalled Mr. Levy saying it was either the best or worst idea he had ever heard. Still, Mr. Levy said yes.
A place to find favorites
Mr. Droga said brands spend more collectively on content than other industries and there should be a place for people to find their favorite brands.
The site will create a two-way relationship: People can get the latest information from the brands they love but also associate with people who share their thinking about brands and who love the same brands.
"Brands have far more appeal and reach than we give them credit for," Mr. Droga said.
He stressed the transparent relationship the brands would have with consumers on the site and said if the content wasn't good enough it would fall by the wayside.