Monks, the global digital-first operating brand of S4 Capital, has named Thiago Correa as Senior Vice President of Media for Europe, Middle East, and Africa (EMEA). In this strategic role, Correa will spearhead AI-driven media buying and help brands future-proof their programmatic strategies amid rapid algorithmic evolution across major platforms.
Correa’s appointment aligns with Monks’ accelerated push into Growth Engineering, a data-first approach that repairs fragmented data pipelines and feeds cleaner signals directly into algorithmic platforms. This methodology delivers immediate performance gains while preserving existing media buying operations, enabling brands to extract greater value from current investments in Google PMax, Meta Advantage+, and similar systems.
Central to the strategy is the “Fuel & Freedom” framework, which treats scalable creative as essential fuel for algorithmic advertising. By removing traditional agency silos and matching creative supply to platform demand, Monks helps marketers maximize ROI in AI-led environments without operational disruption.
The offering extends beyond paid media to search evolution, transitioning clients from conventional SEO practices to Answer Engine Optimization (AEO) so brands remain visible wherever AI assistants source information.
"AI rewrites the economics of media, stripping out the manual middle where most of the margin sat," says Correa. "The winners will be integrated, automation-first partners that connect creative, data, and measurement into one system. That's the bet I'm making at Monks."
"We are providing a clear maturity roadmap that proves value in year one while identifying the next best step," adds Correa. "Our goal is to ensure clients aren't just surviving the shift to AI, but using it to future-proof their entire media business."
Correa joins Monks with a strong track record in media transformation. He previously served as Global Client Lead for H&M at Publicis and as Chief Digital, Data and Technology Officer at Zenith, where his leadership contributed to Campaign’s Media Agency of the Year award in 2022 and PMW’s Performance Agency of the Year recognition for the Performics team in 2024.
Juanita Draude, EVP EMEA at Monks adds: "Marketing and media are transforming, and I'm excited that Thiago adds more expert boots to the ground when it comes to the impact of AI on the media landscape. His experience will contribute to Monks' mission to equip our clients with clear playbooks that help move through this industry shift, not just with a vision, but with practical steps. There's incredible opportunity within media to reinvent the practice, processes and business models, and Thiago is the perfect media powerhouse to help our clients in their transformation."
Through Correa’s leadership, Monks continues to position itself at the intersection of artificial intelligence, programmatic media, and integrated growth strategies for global brands navigating an increasingly algorithmic landscape.
About Monks
Monks is the global, digital-first, data-driven, unitary operating brand of S4 Capital plc. With a legacy of innovation and specialized expertise, Monks combines an extraordinary range of global Marketing and Technology Services to redefine how brands interact with the world. Through Monks. Flow, its flagship AI ecosystem for marketing orchestration, Monks transforms marketing into a growth engine, collapsing timelines and connecting brands to culture in real time. By deploying bespoke intelligent agents across disciplines and delivering culturally relevant, high-impact creative and digital solutions, Monks solves key critical business challenges across the entire brand enterprise to help brands sustain long-term impact. Monks was named a Contender in The Forrester Wave™: Global Marketing Services, ranks among Cannes Lions' Top 10 Creative Companies (2022-24) and remains the only partner featured in AdExchanger's Programmatic Power Players list every year (2020-24). Named Adweek's first AI Agency of the Year (2023) and The One Show's inaugural AI Pioneer Organization, Monks was also awarded Business Intelligence Group's 2025 Excellence in Artificial Intelligence Award in both the Organizational and AI Product categories. As a trusted partner to cutting-edge innovators in tech, Monks earned titles such as Optimizely Experimentation Partner of the Year (2025), runner-up for the Adobe Firefly Partner Award (2024), and Workato's AI Visionary Customer Impact Award (2024). Additionally, Monks achieved a record-breaking number of FWAs and continues to hold the most of any partner.
About S4 Capital
S4Capital plc (SFOR.L) is the tech-led, new age/new era digital advertising, marketing and technology services company, established by Sir Martin Sorrell in May 2018. Our strategy is to build a purely digital advertising and marketing services business for global, multinational, regional, and local clients, and millennial-driven influencer brands. This will be achieved by integrating leading businesses in two synchronised Practices: Marketing Services and Technology services, along with an emphasis on 'faster, better, cheaper, more' execution in an always-on consumer-led environment, with a unitary structure. The Company now has approximately 6,500 people in 33 countries with approximately 80% of net revenue across the Americas, 15% across Europe, the Middle East and Africa and 5% across Asia-Pacific. The longer-term objective is a geographic split of 60%:20%:20%. Marketing Services accounted for approximately 90% of net revenue, and Technology Services 10%. The longer term objective is a practice split of 75%:25%.
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