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Droga5’s HoneyShed project is not to everyone’s liking, which may explain why the shop is vying for second place in Adweek’s “most overrated agency” poll. I think it’s too early to say whether the online branded-entertainment channel will work out. But it’s the arty promotional videos that have me utterly befuddled. After a first round late last year, they’ve uploaded another batch to YouTube. There’s one featuring women gyrating in their underwear while messages left on the HoneyShed call-in line are played.
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