Untitled Worldwide launches UK office

US-based agency Untitled Worldwide has officially launched its UK office with a new campaign for video game company, Pretty Simple.

Untitled was founded in 2014 by former Disney chief marketing officer, MT Carney.

Its London office, with a current headcount of five, is led by Susie Macarthur, the partner and managing director of Untitled.

"I met MT at the end of 2015, just after I'd left Albion Brand Communications where I was managing partner," Macarthur said. "I've been collaborating with them on and off – it's all happened quite organically."

The concept of Untitled is a flexible, startup-style agency that is designed to work with tech startup companies looking to go abroad.

"The launch of the campaign for Criminal Case Pacific Bay (above) is the London office's first official foray from Europe into the US," Macarthur said.

What makes Untitled a unique offering, she continued, is the experience she and Carney bring to the table. "We both have experience in the industry and know talented people who want to work in a flexible way. I used to work with Skype, Giffgaff and King, for example, helping to take them to new markets from the UK."

The campaign

Launching today in the US, the TV, digital and social campaign is aimed at promoting the newest series of the Criminal Case mobile game franchise to its most devoted audience. Around 50 million of its users are in the US. And globally, women aged between 30 and 55 make up 80% of its userbase. 

"We tried to make this gaming for non-gamers. It has an all-female cast but we didn't want to feature women you see in lots of ad breaks. We made it a call to arms and dramatised the fun of playing a detective game," Macarthur explained. 

The ad was created by Untitled's creative directors Dexter Ginn and David Chalu. Thierry directed the spot through Independent Films & Lab House out of Buenos Aires.

Untitled Worldwide is handling TV placement of the ad and is targeting "cable crime" shows such as NCIS and CSI. 

The client, Pretty Simple, will manage social and digital media distribution.