- 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 £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."