order+chaos, a new independent culture communications and events agency, headed by leading creative entrepreneur and former GT SVP Global Activations Josh Fletcher, has launched today in the UK.
Embracing an approach that masterfully blends structure with spontaneity and tradition with innovation, the agency uses a unique response framework grounded in human behaviour theory to interrogate each brief. This enables brands to connect with their audiences in ways that feel both familiar and surprising, reflecting the rhythm of everyday life. order+chaos will offer a full suite of integrated services and is set to redefine how brands approach creativity in an unpredictable world.
WIth more than a decade driving innovation in the creative industry – and experience leading campaigns with major, renowned brands such as Coca-Cola, Calvin Klein, Reebok, and Mars, Fletcher is the creative visionary behind the agency.
“order+chaos is more than a name – it’s our approach,” Fletcher explains. “We’ve seen that the most compelling campaigns and experiences arise from a delicate balance of predictability and surprise and in an industry prone to routine, this provocation will help us break the mould to create work that people remember. We use the term ‘chaos’ as a way to push boundaries and unlock potential, but it’s always paired with ‘order’, ensuring every idea is grounded in strategic thinking.”
order+chaos is built from an understanding of how people connect with brands and experiences in an ever-changing, fast-paced world. “Our unique approach helps brands tap into the cultural zeitgeist, mirroring the rhythm of life – a blend of familiar patterns and unexpected surprises. It’s about meeting audiences where they are, while still surprising and delighting them.”
As brands navigate increasingly complex environments, the agency believes adaptability and agility are key to success. Fletcher adds, “The world is more unpredictable than ever. Your 6-month, 12-month, 3-year plans are no longer set in stone. Being aware of this from the outset allows us to see opportunities where others see challenges.”
Inclusivity and social impact are also central to the agency’s mission, and Fletcher, from a working class background himself, is passionate about creating opportunities for underrepresented talent. A key initiative in the agency’s development is the youth platform ‘Chaos to Kindness,’ which will offer mentorship and workshops to young creatives, helping them navigate the industry while developing their skills and networks. Fletcher emphasises. “It’s not just about giving underrepresented talent a seat at the table – it’s about ensuring they thrive once they’re there.”
Equally important to the agency’s ethos is building an environment where creative teams and unconventional thinkers can thrive. “I know the exciting stuff is born where support meets empowerment,” Fletcher states. “By encouraging both independent thinking and collaborative efforts, we ensure every team member feels encouraged to innovate while prioritising their well-being.”