UPDATE: Kate Upton Sticks with Untitled

By Patrick Coffee 

A source told us this week that Untitled of New York had parted ways with its most visible client. That claim turned out to be false.

The non-gaming audience will know Machine Zone’s Game of War title primarily for its ubiquitous ads starring model/actress/whatever you want to call her Kate Upton in various stages of undress. Here’s the “unbelievably effective” Super Bowl ad in case you missed it, uh huh:

A March report in Bloomberg told us that Machine Zone spent $40 million on the four-month campaign, but our tipster claims the company cares more about its spokesmodel than its agency of record.

You may recall that last month, Executive Creative Director Eric Cosper–or the brains behind those big, floppy, attention-grabbing ads–left Untitled for a job at FCB New York after one year. (He’d previously been CD/AD at BBDO, W+K, Publicis, and a few more of the industry’s biggest names.)

Neither client nor agency responded to our requests for comment earlier this week–though that’s not particularly surprising since Untitled may be the most “mysterious” shop this side of San Francisco’s West. They did, however, get in touch as soon as this post went live. How convenient.

In other news, PLEASE STOP sending us “tips” about West.