The digital expert joins Monks to lead media offering in the region, helping brands realize the potential of AI-powered marketing systems that integrate media, data, creativity and measurement
/PRNewswire/ — To further drive innovation in the media industry, Monks – S4 Capital’s global, digital-focused brand – has appointed Thiago Correa as Senior Vice President of Media in EMEA. In this role, he will future-proof brands’ media strategies for the age of algorithmic performance.
Many of the companies at the forefront of the AI revolution, such as Google, Meta and Amazon, are also the largest media outlets in the world. Monks works closely with these partners and leverages its expertise in AI-driven media buying, the critical path forward for programmatic channels. Correa will leverage Monks’ deep partnerships with these AI pioneers to help brands navigate the “chaotic middle” of today’s fragmented media landscape.
In his role at Monks, Thiago Correa will report to Linda Cronin, Executive Vice President of Media, and help marketers build modern organizations characterized by radical agility, actionable transparency and AI excellence.
“AI is rewriting the economics of media and eliminating the manual middle section where most of the margin lay,” says Correa. “The winners will be integrated, automation-focused partners that combine creativity, data and measurement in one system. This is the one Lawswhich I enter into at Monks.”
Operationalizing the AI future
Correa’s appointment coincides with Monks’ growing focus on growth engineering, a unique approach to digital media that goes beyond traditional last-click models. By repairing the data lines and feeding high-fidelity signals directly into platforms like Google and Meta, Monks aims to improve signal quality for immediate performance improvements. This allows brands to better leverage their existing media investments without disrupting their current buying journeys.
The strategy also applies a technical mindset to the integration of creativity and media using “Fuel & Freedom” methodologies. Since algorithmic platforms work best when fed with scalable creativity, the framework ensures that creative supply matches algorithmic demand. This allows brands to maximize the ROI of AI-driven advertising systems like Meta Advantage+ and Google PMax, without the friction caused by traditional agency silos. Additionally, the offering includes helping customers transition from classic search engine optimization (SEO) to Answer Engine Optimization (AEO) to ensure they appear wherever AI assistants search.
“We provide a clear maturity roadmap that demonstrates value in the first year while identifying the next best step,” adds Correa. “Our goal is to ensure customers not only survive the transition to AI, but use it to future-proof their entire media business.”
A track record of transformation
Correa brings extensive experience in media and digital leadership. At Publicis he worked with H&M as Global Client Lead. Previously, Correa was Chief Digital, Data and Technology Officer at Zenith, where he was part of the leadership team that was named Campaign’s 2022 Media Agency of the Year. During the same period, he contributed to the development of Publicis’ digital capabilities in the UK through the Performics team, which was named Performance Agency of the Year by PMW in 2024.
Juanita Draude, EVP EMEA at Monks, added: “Marketing and media are changing, and I am delighted that Thiago will contribute his expertise on the impact of AI on the media landscape. His experience will contribute to Monks’ mission to provide our clients with clear strategies to help them manage this change in the industry not only with a vision, but also with practical steps. The media offers incredible opportunities to reinvent practice, processes and business models, and Thiago is the perfect media expert to support our customers in their transformation.”
Contact:
Henriette Gathier
[emailprotected]
+31(0)6 29725468
Information about Monks
Monks is the global, data-driven, unified brand of S4 Capital plc. With a tradition of innovation and specialized expertise, Monks combines an exceptional range of global marketing and technology services to redefine how brands interact with the world. By Monks. With Flow, its flagship AI marketing orchestration ecosystem, Monks transforms marketing into a growth engine, accelerating timelines and connecting brands to culture in real time. By deploying tailored intelligent agents across disciplines and delivering culturally relevant, impactful creative and digital solutions, Monks solves key business challenges across the brand enterprise to help brands achieve long-term impact.
Monks was recognized as a Contender in The Forrester Wave™: Global Marketing Services, is one of the Top 10 Most Creative Companies at Cannes Lions (2022-24), and remains the only partner featured on AdExchanger’s Programmatic Power Players list each year (2020-24). Monks was named the first AI Agency of the Year (2023) by Adweek and the first AI Pioneer Organization by The One Show, and also received the Business Intelligence Group’s 2025 Excellence in Artificial Intelligence Award in the Organization and AI Product categories. As a trusted partner for innovative technology leaders, Monks has received awards such as Optimizely Experimentation Partner of the Year (2025), second place in the Adobe Firefly Partner Award (2024), and Workato’s AI Visionary Customer Impact Award (2024). Additionally, Monks achieved a record number of FWAs and continues to hold the most of any partner.
Information about S4 Capital
S4Capital plc (SFOR.L) is a new era technology-focused digital advertising, marketing and technology services company founded in May 2018 by Sir Martin Sorrell.
Our strategy is to build a digital-only advertising and marketing services business for global, multinational, regional and local clients, as well as millennial-focused influencer brands. This will be achieved by integrating leading companies in two synchronized areas: Marketing Services and Technology Services, with an emphasis on “faster, better, cheaper, more” implementation in an always-on, consumer-focused environment with a unified structure.
The company currently employs approximately 6,500 people in 33 countries, with approximately 80% of net sales generated in the Americas, 15% in Europe, the Middle East and Africa, and 5% in Asia Pacific. The longer term goal is a 60%:20%:20% geographical split. Marketing Services accounted for approximately 90% of net sales and Technology Services accounted for 10%. The longer term goal is a 75%:25% division of divisions.
Sir Martin was CEO of WPP for 33 years, growing the company from a £1m “shell company” in 1985 to the world’s largest advertising and marketing services provider, with a market capitalization of over £16bn on the day he left. Previously, Sir Martin was Group Financial Director of Saatchi & Saatchi Company Plc for nine years.
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