Saatchi & Saatchi is investing in a website that aims to recruit the UK's top students.
Steven Colgrave, Saatchis' head of new business for Europe and Africa, said the advertising sector was suffering as more and more staff leave to work at web companies.
Amazingyou.com is launching at selected UK universities. Its creators, Oli Barrett and Eren Ozagir, are both broadcast students at Leeds University and are finalising funding of pounds 250,000.
The site is aimed at students looking to meet like-minded people on the web and at events set up by Amazingyou.com groups at universities. Members must be nominated and undergo a selection process.
Saatchis operates a 'milkround' strategy at universities to hire account management staff for its bi-annual graduate trainee scheme, but says a fresh approach is needed.
Saatchis is not investing any cash in the project, but is consulting on branding and drumming up support from major clients.