Wowgo’s Mike Gold selects Walsh Trott for web launch task

Mike Gold has turned to his former partner Dave Trott to create the launch advertising for Wowgo, the Unilever-backed web venture aimed at teenage girls.

Mike Gold has turned to his former partner Dave Trott to create the

launch advertising for Wowgo, the Unilever-backed web venture aimed at

teenage girls.



Gold has not worked with Trott, now the creative partner of Walsh Trott

Chick Smith, since his fellow GGT founder split from the agency in

1990.



He said: ’We needed some ads and so I went to the best place I knew.



’It’s a huge advantage to have my industry contacts when starting

something like this and it has been great to work with Trotty

again.’



The 20 press executions, which break in teenage-targeted magazines next

month, aim to capture the full range of advice and gossip available

through the Wowgo site.



Copylines range from ’you don’t have to like beer to fancy a six pack’

and ’phat totty not fat botty’ to more serious thoughts such as ’who can

you ask when you can’t ask anyone?’. Media planning and buying is by

Initiative.



Wowgo, which has a marketing budget of pounds 1.5 million, offers young

girls the chance to swap online advice in an environment secure from

prying parents and jeering boys.



In return for underwriting various sections of the portal, corporate

sponsors can mine Wowgo’s potential for market research and associate

their products with what Gold hopes will be a vibrant brand.



’This is more than an internet venture,’ he said. ’We’re starting

something that we can extend beyond the web later on.’



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