Sydney-based social-first creative agency Two Palms Media has appointed Scott Walker as executive creative director and has also entered a strategic partnership with his creative studio Ferocious.
Walker, whose career spans advertising, film, television, fashion and entertainment, joins Two Palms from Ferocious, the creative studio he founded in 2025. The appointment brings the two businesses together: Ferocious operates as the studio layer focused on long-form entertainment, film and larger cultural projects, while Two Palms brings those ideas to life with brands, talent and distribution.
“The most interesting brand work today doesn’t sit neatly inside advertising anymore,” Walker said. “It sits somewhere between entertainment, content, and culture. Two Palms already operates in that intersection.”
Two Palms is a social-first creative agency with offices in Sydney, Munich, London and Dubai. Its client roster includes Netflix, Red Bull, GoPro, Adidas, Jaguar Land Rover, Ferrari and Gelatissimo.
Built more like a newsroom and production studio than a traditional agency, Two Palms operates at what founder Ed Ringwood describes as “the speed and messiness of culture”, where ideas move quickly from insight to content to distribution, and where creators and audiences are part of the process rather than just an output.
“When I first met Scott, a 30-minute coffee turned into a two-hour conversation,” Ringwood said. “We found ourselves talking about the same frustration — that too much advertising is still built for traditional channels rather than for how people actually consume media today. Scott thinks about ideas that move through culture, not just campaigns, and that immediately clicked with where we’re taking Two Palms.
“We both believe the traditional advertising pyramid is upside down. Most creative agencies still think of campaigns as starting with a TVC and cascading down through channels. Our view is the opposite: the strongest work starts with a human truth or cultural insight, often in social, and scales up into bigger moments, platforms and storytelling. The old model started with a TV ad and worked its way down. The modern one starts in culture and scales up.”
Walker said the philosophy aligned with his own view that the traditional agency model was built for a media environment that no longer exists.
“Brands now compete with culture, not other ads,” added Walker. “People watch creators, sports, gaming, documentaries, TikTok series, podcasts. Very little of what they consume is advertising. So when brands still produce work that looks like advertising, audiences filter it out.
“Great creative work today doesn’t look like an ad. It looks like something you’d watch anyway. The criteria is simple: would someone choose to watch this if the brand logo wasn’t there? If the answer is no, the work probably isn’t strong enough.
“But creativity that doesn’t drive commercial outcomes is just entertainment. The work has to move product, build market share, change behaviour. The difference is how you get there. When brands earn attention instead of buying it, the economics change, the work travels further, lasts longer, and costs less per result. That’s not just a creative argument. It’s a business one.”
Walker said he wants to build a model at Two Palms where brands behave more like studios than advertisers, creating formats, stories and cultural moments that unfold over time and build genuine fandom.
“The role of creative leadership in 2026 is closer to being a showrunner or cultural producer than a traditional creative director,” he concluded.
“You’re spotting cultural tension early, connecting brands with creators and communities, designing ideas that live across platforms. You have to move at the speed of culture or you’re irrelevant.”
The appointment marks the next phase of growth for Two Palms as it expands its Australian and global client roster and builds a broader creative offering.
