Monks, the global digital-first data-driven unitary operating brand of S4 Capital plc, has appointed Natalie Comins as Group Creative Director, Emerging Experiences on its Google team. In this role, she will strengthen creative leadership by driving innovation in storytelling, craft, and technology to create engaging consumer experiences across spatial, physical, and digital platforms.
Quick Intel
Natalie Comins joins Monks with a strong background in blending creative vision with emerging technologies. Her expertise spans immersive experiences that connect brands with audiences in meaningful ways across multiple environments. This move strengthens Monks’ creative capabilities on the Google account, where the agency has collaborated for over a decade on flagship projects.
Creative Leadership for Emerging Experiences
Comins previously operated an independent practice specializing in experiential design. She partnered with major brands including Anthropic, BetterUp, Google, and Pinterest. Earlier, as Senior Creative Principal at Huge, she guided global clients in using transformative technology to build innovative and immersive experiences.
With nearly 20 years in design, storytelling, and experience innovation, she brings deep knowledge of technology, human behavior, and engagement strategies. Her work focuses on crafting real-time brand moments that feel both advanced and accessible.
"Few brands have the reach and the ambition to genuinely change how people experience the world. Google is one of them—and getting to shape what that looks like creatively is what excites me most about what's next," said Natalie Comins, Group Creative Director, Emerging Experiences at Monks. "I'm thrilled to join Monks because this is a team that is truly passionate about creative innovation."
Natalie will report to Roni Sebastian, Executive Creative Director at Monks for Google. She joins a global team dedicated to integrated, creative, and technology-led experiences for one of the world’s most innovative brands.
"We are thrilled to have Natalie join the team. At our core, we are makers, and Natalie brings the same restless drive to build things that haven't been seen before," said Roni Sebastian. "She has a rare gift for taking complex technology and turning it into something that feels personal and easy to use. With her leadership, we're excited to keep making work for Google that isn't just technologically advanced, but genuinely helpful and human."
Beyond her professional life, Comins draws inspiration from the natural world—whether hiking remote landscapes, shooting photography or exploring the creative connections between science and art.
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 (2022-25) 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
S4 Capital is a purely digital advertising and marketing services business built for global, multinational, regional, and local clients and millennial-driven influencer brands. The business operates through two data and digital media driven Practices: Marketing Services and Technology Services, emphasising 'faster, better, cheaper, more' execution in an always-on consumer-led environment. Its unitary structure positions the Company as a systems integration partner delivering real-time relevance in the post-agency era. The Company now has approximately 6,350 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 target allocation is a practice split of 75%:25%. Sir Martin Sorrell was CEO of WPP for 33 years, building it from a £1 million 'shell' company in 1985 into the world's largest advertising and marketing services company, with a market capitalisation of over £16 billion on the day he left. Prior to that, Sir Martin was Group Financial Director of Saatchi & Saatchi Company Plc for nine years.
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