Droga5, an agency based in New York has announced its creating Web site called Honeyshed this summer. The purpose of the site will be to offer up branded entertainment.
Andrew Essex, Droga5 CEO said, "It's based on the idea that people love brands and don't mind being sold to if it's completely transparent. We like to say honey is the content and the shed is the community."
Honeyshed will have three distinct areas of the Web site. One of them will have programming produced by studios.
Another area will have video clips of episodes built around brands.
The third area will focus more on the viral aspect of online marketing with offering sweepstakes, contests and some free stuff.
Essex explained that their new site will be different than existing sites in that they'll center on branding in a was similar to going to a mall to check things out. You may not buy now, but you get ideas about what the various brands have to 
offer.
Droga5's parent Publicis Groupe will hold a 51 percent stake in the company. Startup costs are said to be around $20 million.
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