According to The Wall Street Journal (paid sub. req.), Publicis Groupe and Droga5 are diving deep into branded entertainment with a new website called Honeyshed.
But unlike other examples of the genre — movies and TV shows created by marketers that aim to subtly promote a brand — there will be nothing subtle about the programming on Honeyshed.
“It’s about celebrating the sell,” says Mr. Droga, creative chairman of Droga5, who describes the site as “QVC meets MTV.”
“I think under the influence of the digital interactive world, society and consumers will be more difficult to reach and brands need a channel of communication that is different,” says Maurice Lévy, Publicis’s chairman and chief executive.
Speaking to Esquire last fall, Droga said, “People tolerate advertising to get to the content. Well, I don’t see why advertising can’t become the destination and the content.”
