Someone recently asked me how Droga5 earns their keep. It's a good question. Despite the idea behind Honeyshed being a good one, the execution has failed miserably. The online service has got to be costing them when it comes to the shop's bottom line. What else is Droga5 known for? The Tap Water Project. As far as PR and noble causes go, it was a stellar example, but was unpaid. So, how does Droga pay the upkeep on their downtown digs and all the very, very good talent beneath its banner?

This year, Droga picked up Rhapsody as a client. However, you don't hear about the shop pitching much. Last I recall was their bid for Equinox, which went to Fallon U.S.

They do some side work for Adidas and Microsoft, too. They've got TracFone, the pay-as-you go, disposable phone company that is in the midst of trying to keep afloat. Cell phone traffickers purchase the low-cost phones and tweak the software to "make them work on any cell network globally. This practice is causing the company to lose millions of dollars" (source). The provider is embroiled in lawsuits galore.

Droga's website also lists Esquire magazine as client, but you know about magazines. They ain't got no money. You may be thinking, what about Ecko? The genius viral video for the clothier was very, very good winning the agency some big named awards, but that was 2007 kids.

Listen, I like the shop's work. I like David Droga to be honest. He's a man with ideas who trusts his employees (or so I hear). He's one of the few people who give a lecture that you actually want to listen to. So, is it charisma that keeps the agency afloat? It may be that Droga and his team are just awesomely amazing at keeping clients on the roster. There are worse business models. Plus, whether you love 'em or hate 'em, at least the agency is ready to take a risk. Evidence? Their body of work including Honeyshed. The shop is inspirational. They prove that being an outlier in this business can work; that the mega model of agency building is not necessarily the way to go. And also, that agencies don't need to play by the rules all the time including issuing press releases every time they sneeze, pitch and fart. Know what I'm sayin'?