Why did honeyshed fail

Wear the fact that you are shilling products on your sleeve and try to wrap that mercantile message in entertaining and goofy skitz that the kidz will like. The problem with Honeyshed is encapsulated within a video segment trying to sell you a fog machine!

Honeyshed has put itself in an awkward conundrum. But that authenticity is immediately lost when a group of goofy people talk about how you need a fog machine.

He told us the company now has brand marketers and has filmed more than content segments devoted to hawking products in categories like fashion, beauty, and gadgets. Raise your hand. Honeyshed has taken that vibe, mussed it up and commercialized to the point of non-recognition. Urban Outfitters? No, no, no. That would be you numbskulls. HoneyShed will produce segments for their products that it will use to populate its eight channels devoted to topic areas like fashion, gadgets, DVDs and beauty.

Well, good for them. Kenny has focused on transformative, systemwide initiatives since arriving at Publicis. In May, he rolled out a digital production company called Prodigious Worldwide, which uses workers in low-cost countries like Costa Rica and Ukraine to build the thousands of iterations of ads that clients of all the Publicis agencies use to reach consumers on cell phones, computers, and, eventually, TV.

Then, in June, Kenny convened a family gathering in Paris to discuss how Publicis could win in digital as a group. But it requires us to add folks who really understand markets and math along with our creative and media excellence.

It also shows what his competitors are up to, so he can see the price of certain ad words go up if somebody is bidding for them on Google, or how the creative looks in situ. Like a Web 2. Think banner ads featuring special airfares to Nice. Our goal is to build creative so good, consumers send it to their friends. E ven for a guy whose preferred look is Eric Clapton—grizzled, Droga is looking a little scruffy. Getting Honeyshed up and running has been a far harder slog than he ever envisioned.

In August , Droga stepped away from one of the big creative jobs in the industry, where he had become the single most awarded creative at Cannes, with 48 Lions and three Grand Prix. He was, he says, spending all his time on planes, shaking hands, putting out fires. But the rewards of the top job were too abstract, he says. He wanted to be back on the ground, not do time as a grinning front man. Droga5 David was the fifth boy of seven Droga children was founded less than a year later.

Some 87 million people watched the film online, and it was mentioned in million news reports. It also won a Grand Prix in Cannes in As successful as Droga had been in the traditional advertising space, it always bothered him that his work — and that of his peers — was perceived as a distraction by viewers. Honeyshed, which Droga and his pals at an L. Things you can touch and feel, and those that are more emotional.

But by August it was clear that strategy was a nonstarter. There had been lots of talk, lots of enthusiasm, but a conspicuous lack of commitment from clients.

When are you launching? We are in a business. We understand that. Still, he thinks the Droga folks are finally ready to plunge ahead. In the end you find your way, and the light is on.

I believe the light is about to be on. An honest assessment.