The digital expert joins Monks to lead its media offering in the region, helping brands harness the power of AI-driven marketing systems integrating media, data, creative and measurement.
/PRNewswire/ — Accelerating its innovation in the media industry, Monks-S4 Capital, the digital-first global unit operating brand, has named Thiago Correa as Senior Vice President of Media for EMEA, where he will be responsible for adapting brands’ media strategies for the era of algorithmic performance.
Many of the companies at the forefront of the AI revolution (Google, Meta, and Amazon, for example) are also the largest media channels in the world today. Monks works closely with these partners and brings its expertise to AI-driven media buying, the definitive path forward for programmatic channels. Building on Monks’ close partnerships with these AI pioneers, Mr. Correa will help brands navigate the “messy 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 with radical agility, actionable transparency and AI excellence.
“AI is redefining the media economy, removing the manual middle where most of the margin is found,” says Correa. “The winners will be integrated, automation-first partners who combine creation, data and measurement into a single system. That’s the bet I’m making at Monks.”
Operationalizing the future of AI
Correa’s appointment coincides with Monks’ growing interest in growth engineering, a distinct approach to digital media that goes beyond traditional last-click models. By repairing data pipelines and injecting high-fidelity signals directly into platforms like Google and Meta, Monks aims to improve signal quality and, in turn, performance. This allows brands to leverage their existing media investments without hindering ongoing purchasing operations.
The strategy also cultivates an engineering mindset for creativity and media, using “Fuel & Freedom” methodologies. Recognizing that algorithmic platforms perform best when powered by scalable creative, the framework ensures that creative supply matches algorithmic demand. This allows brands to maximize ROI from AI-powered advertising systems (Meta Advantage+ and Google PMax, for example) without the friction of traditional agency silos. Additionally, the offering focuses on helping clients transition from traditional SEO to Response Engine Optimization (RMO) by ensuring they appear everywhere AI assistants search.
“We provide a clear roadmap that demonstrates the value of the first year while identifying the most appropriate next step,” adds Mr. Correa. “It’s not just about customers making the transition to AI seamlessly, but using it to future-proof their entire media business.”
A story of transformation
Mr. Correa brings extensive experience in the media and digital field. At Publicis, he worked with H&M as Global Client Manager. Previously, Mr. Correa served as Director of Digital, Data and Technology at Zenith, where he was part of the leadership team named Campaign’s 2022 Media Agency of the Year. During this same period, he helped develop Publicis’ digital capability in the UK through the Performics team, which went on to win PMW’s Performance Agency of the Year in 2024.
Juanita Draude, Senior Vice President EMEA at Monks, added: “Marketing and media are transforming, and I am delighted that Thiago will bring his on-the-ground expertise to the impact of AI on the media landscape. His experience will help Monks to carry out its mission, which is to establish a clear strategy to help our clients negotiate this industrial shift in the best conditions, not only within the framework of a vision, but also with concrete measures. Media offers incredible opportunities to reinvent business practices, processes and models, and Thiago is the ideal figurehead to help our clients transform.”
Contact:
Henriette Gathier
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+31(0)6 29725468
About Monks
Monks is the global, digital and data-driven unit operating brand of S4 Capital plc. With a heritage of innovation and specialist expertise, Monks combines an extraordinary range of global marketing and technology services to redefine how brands interact with the world. With Monks. Flow, the flagship of its AI ecosystem for marketing orchestration, Monks makes marketing an engine for growth by reducing lead times and connecting brands to culture in real time. By deploying tailored intelligent agents across disciplines and delivering culturally relevant, high-impact creative and digital solutions, Monks addresses key business challenges across the enterprise to help brands achieve long-term impact.
Monks was named a Contender (Aspirant) in The Forrester Wave™: Global Marketing Services, ranked among the Top 10 Creative Companies in the Cannes Lions International Festival of Creativity (2022-24), and remains the only partner featured in AdExchanger’s Programmatic Power Players list each year (2020-24). Named Adweek’s #1 AI Agency of the Year (2023) and #1 Pioneering AI Organization by The One Show, Monks also received the 2025 Excellence in Artificial Intelligence Award from the Business Intelligence Group in the AI Organization and Product categories. As a trusted partner to cutting-edge technology innovators, Monks has earned awards such as Optimizely Experimentation Partner of the Year (2025), second place 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 highest number of partners.
About S4 Capital
S4Capital plc (SFOR.L) is a digital advertising, marketing and technology services company, founded by Sir Martin Sorrell in May 2018.
Our strategy is to build a purely digital advertising and marketing services business for international, multinational, regional and local clients, as well as millennial influencer brands. This objective will be achieved through the integration of the main companies under two synchronized practices: Marketing Services and Technology Services, as well as the emphasis on “faster, better, cheaper and more” execution in an environment always oriented towards the consumer, with a unitary structure.
The company now has approximately 6,500 people in 33 countries and generates approximately 80% of its net sales in the Americas, 15% in Europe, the Middle East and Africa, and 5% in Asia-Pacific. The long-term objective is a geographic distribution of 60%/20%/20%. Marketing services accounted for approximately 90% of net revenue, and technology services for 10%. The long-term goal is a practice split of 75%/25%.
Sir Martin was CEO of WPP for 33 years, growing it from a £1m ‘shell company’ in 1985 to the world’s largest advertising and marketing services company, with a market capitalization of over £16bn on the day he left. Previously, Sir Martin was group finance director of Saatchi & Saatchi Company Plc for nine years.
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