S4 Capital's Monks Appoints Thiago Correa as Senior VP for Media in EMEA

In a bold move to bolster innovation within the media sector, Monks—the global, digitally focused brand of S4 Capital—has announced the appointment of Thiago Correa as the Senior Vice President of Media for the Europe, Middle East, and Africa (EMEA) region. This strategic decision aims to equip brands with the tools to harness the potential of AI-driven marketing systems that blend media, data, creativity, and analytics.

Paving the Way for Media Innovation

With a background that includes significant roles at tech giants like Google, Meta, and Amazon, Correa is expected to leverage his vast expertise in AI media buying—a critical path toward shaping the future of programmatic channels. His primary responsibility will be to enhance the media strategies of brands, ensuring they remain resilient in an era characterized by algorithmic performance.

Correa will report directly to Linda Cronin, Executive Vice President of Media, providing invaluable support to marketers seeking to build agile organizations characterized by transparency and excellence in AI. “AI is rewriting the economics of media,” says Correa. “It is eliminating the manual middle ground where most margins have historically resided. The winners will be integrated, automation-centric partners who meld creativity with data and measurement within a cohesive system.”

Operationalizing the Future of AI

Correa's appointment coincides with Monks' increasing focus on what they term Growth Engineering—a unique strategy for digital media that extends beyond traditional last-click models. By streamlining data connections and directly feeding high-fidelity signals into platforms such as Google and Meta, Monks aims to enhance signal quality for immediate performance improvements. This approach allows brands to maximize their existing media investments without disrupting current purchasing processes.

Moreover, the strategy integrates a technological mindset toward merging creativity with media through what they call “Fuel Freedom” methods. Recognizing that algorithm-driven platforms thrive on scalable creativity, this framework ensures that creative offerings align with algorithmic demand. As a result, brands can maximize the ROI of AI-infused advertising systems like Meta Advantage+ and Google PMax, all while avoiding friction caused by traditional agency silos. This initiative also includes assisting clients in transitioning from classical Search Engine Optimization (SEO) to Answer Engine Optimization (AEO), ensuring they appear wherever AI assistants search.

“We provide a clear maturity roadmap that validates value in the first year while identifying the next best steps,” Correa remarks, emphasizing Monks’ aim to empower clients to navigate the transformative wave of AI in media effectively.

A Proven Track Record

Thiago Correa’s wealth of experience spans various media and digital leadership roles. Previously, he was Global Client Lead at Publicis, where he worked closely with HM. Before that, he served as Chief Digital, Data, and Technology Officer at Zenith, contributing to the agency being recognized as the Media Agency of the Year by Campaign in 2022. During this time, he also played a pivotal role in enhancing Publicis' digital capabilities, which ultimately earned the title of Performance Agency of the Year by PMW in 2024.

Juanita Draude, EVP EMEA at Monks, remarked, “Marketing and media are evolving, and I’m excited that Thiago will contribute his expertise on the impacts of AI on the media landscape. His experience will aid Monks in delivering clear strategies that help our clients navigate this industry shift, not just with a vision but backed by actionable steps.”

About Monks and S4 Capital

Monks stands as the global, data-driven, unified brand of S4 Capital plc. Renowned for its tradition of innovation, Monks integrates an exceptional range of global marketing and technology services to redefine how brands connect with audiences. Through its flagship AI ecosystem, Flow, Monks transforms marketing into a growth engine, streamlining timelines and linking brands with culture in real time. Employing bespoke intelligent agents across disciplines, Monks delivers culturally relevant, impactful creative and digital solutions that tackle core business challenges, ensuring long-term brand effectiveness.

S4 Capital plc (SFOR.L) is a technology-led, digital advertising and marketing services company founded by Sir Martin Sorrell in May 2018. The company focuses on creating a purely digital advertising and marketing services business for global, multinational, and regional clients in an always-on, consumer-driven environment. Currently, S4 Capital employs approximately 6,500 members across 33 countries, aiming to strike a balance between its marketing and technology services.

For further inquiries, please reach out to Henriëtte Gathier at [email protected] or call +31(0)6 29725468.