#London #United Kingdom #Monks #S4 Capital #Thiago Correa

Monks of S4 Capital Appoints Thiago Correa to Lead Media AI Innovation

Monks Accelerates Innovation in AI-Driven Media Strategies

London, December 8, 2025 – In a bold move to enhance innovation within the media sector, Monks, the global, digital-centric brand under S4 Capital, has appointed Thiago Correa as the Senior Vice President of Media for EMEA (Europe, the Middle East, and Africa). This strategic appointment is aimed at preparing brands for an era characterized by algorithmic performance and heightened AI integration.

Correa joins Monks at a critical juncture when companies like Google, Meta, and Amazon dominate the media landscape while simultaneously pushing the boundaries of AI technology. Monks has established close partnerships with these industry leaders and is set on leveraging Correa's expertise to navigate the increasingly complex media ecosystem. His primary focus will be on helping brands streamline their use of AI-powered marketing systems, merging media, data, creativity, and measurement into a cohesive operation.

In his new role, Correa will work under the guidance of Linda Cronin, the Executive Vice President of Media, to assist marketers in building agile and transparent organizations driven by exceptional AI capabilities. “AI is fundamentally transforming the media economy, automating previously manual processes that historically accounted for considerable margins,” said Correa. “The future belongs to integrated partners who excel at automation and who can connect creativity, data, and metrics into a unified system.”

Operationalizing the Future of Media with AI

Correa's appointment aligns with Monks’ comprehensive focus on Growth Engineering, an innovative approach that exceeds traditional last-click models in digital media. By optimizing data channels and directly feeding high-quality signals into platforms like Google and Meta, Monks intends to elevate the quality of insights, leading to immediate performance enhancements. This strategy will allow brands to optimize their existing media investments without disrupting current buying operations.

Furthermore, the course of action involves applying engineering principles to merge creativity and media seamlessly, utilizing methodologies that promote scalable creativity. Recognizing that algorithmic platforms thrive on adaptable creative content, the framework ensures that the creative offering meets algorithmic demands efficiently, thereby maximizing return on investment (ROI) on AI-driven advertising systems like Meta Advantage+ and Google PMax without the typical barriers posed by agency silos.

Correa emphasized the importance of evolving from traditional SEO practices to Answer Engine Optimization (AEO), ensuring that brands are visible across various AI assistant platforms. “We provide a clear roadmap for marketing maturity that showcases its value immediately while identifying the next best steps forward,” he added. “Our goal is to ensure clients not only survive the transition to AI but leverage it to secure the future of their media operations.”

A Track Record of Transformation

Thiago Correa comes to Monks with an extensive track record in digital and media leadership. Previously, he served as Global Client Director at Publicis for HM and held the position of Director of Digital, Data, and Technology at Zenith. There, he played a pivotal role on the management team that led Zenith to be named Media Agency of the Year by Campaign in 2022. During this period, he was instrumental in enhancing Publicis’ digital capabilities in the UK through Performics, which won the Performance Agency of the Year award from PMW in 2024.

Juanita Draude, Executive Vice President for EMEA at Monks, expressed her enthusiasm about Correa’s appointment, noting how marketing and media are undergoing significant transformations. “I am excited for Thiago to add more expertise regarding the impact of AI on the media landscape. His experience will drive Monks' mission to equip clients with clear strategies that assist in navigating these changes, blending vision with actionable steps. The opportunities in media to reinvent practice, processes, and business models are formidable, and Thiago is the perfect figure to guide our clients through this transformation.”

About Monks

Monks, a global digital brand under S4 Capital plc, is renowned for its innovative approach and specialized expertise. By leveraging its extensive suite of marketing and technology services, Monks redefines how brands connect with their audiences. Through its flagship AI ecosystem, Flow, Monks converts marketing into a growth engine, fostering timely connections between brands and culture. With an eye towards the future, Monks' innovative platforms and intelligent solutions address critical business challenges, ensuring long-term impact for its clients.

Recognized as a contender in The Forrester Wave™ Global Marketing Services, and listed among the top 10 Creative Companies at Cannes Lions from 2022-2024, Monks has consistently received accolades for its achievements in AI, including being named IA Agency of the Year by Adweek in 2023.

About S4 Capital

Founded by Sir Martin Sorrell in May 2018, S4 Capital plc (SFOR.L) is a leading-edge technology-driven business providing advertising, marketing, and digital services. Its strategy focuses on building a digital-first environment catered to global, multinational, regional, and local clients, emphasizing efficiency in a fast-paced, consumer-oriented landscape.

With a workforce of approximately 6,500 across 33 countries, S4 Capital aims for a long-term geographic revenue distribution of 60% in America, 20% in EMEA, and 20% in Asia-Pacific. Currently, marketing services contribute around 90% of net revenues, while technology services account for roughly 10%.