Ex-WPP Creative Andy Reynolds and Ex-Banker David Fleet team to launch new Singapore indie agency Imagination Riot
A chance meeting at a Singapore skatepark has led to the launch of Imagination Riot, a new independent branding and design agency built on what its founders call “behaviour-changing creativity.”
The agency was founded in 2024 by Andy Reynolds (pictured left), former WPP creative leader and ex-LEGO HQ creative director, and David Fleet (pictured right), a former investment banker and consultant. Reynolds describes the partnership as “the rebel and the rigour”—creativity that moves people paired with commercial clarity that moves business.
Riot has already picked up projects with Hong Kong coffee brand NOC, Popeyes (global artwork), and esports challenger Pulsar, and is positioning itself as an agile alternative to the big networks.
“The game has changed,” Reynolds says. “Clients aren’t obsessing over big-name agencies anymore. They’re obsessing over how things can be done better—faster, braver, and with more imagination.”
“At Riot, we talk about behaviour-changing creativity,” Reynolds explains. “It blows my mind that almost every decision we make, every day, is influenced by how we feel about a brand. The fact that what we do can actually shift those feelings – that’s pretty cool.”
For Riot, that philosophy cuts across categories. “People ask what industry we focus on” Reynolds says. “The truth is, every brand has the potential to change behaviour. Our niche is applying that mindset with heaps of enthusiasm – whether it’s esports, F&B, wellness or beauty.”
Reynolds brings over 25 years of creative leadership, with multiple Cannes Lions and D&AD wins to his name. Fleet adds a commercial lens sharpened by years in investment banking and consulting.
“David helps us see clients in 3D,” Reynolds says. “Creatives often feel when something is right – David knows why. His understanding of financial drivers gives us an edge when talking to boardrooms about how creativity really shifts behaviour.”
“Creatives often feel when something is right. I know why,” Fleet says. “That connection between creativity and financial drivers is where the magic happens.”
In its first year, Riot has distilled its philosophy into four principles:
Relationships are the root of everything.
Creativity and play are inseparable.
Big-league quality, little-league intimacy.
Feelings matter more than explanations.
While AI continues to dominate industry conversations, Reynolds insists imagination still comes first: “AI is a tool, not a threat. Emotion and imagination will always be the real competitive edge.”
And when they’re not in the studio? Reynolds and Fleet are back at the skatepark—where the agency itself began.
“Some agencies find inspiration in boardrooms. We prefer something with a bit more edge,” said Fleet.