Monks Taps 20-Year Veteran to Drive AI-Powered Creative in SEA
Monks hires 20-year veteran Mihir Dhairyawan as SEA executive creative director to lead AI-powered creativity. The agency now uses AI in 25% of work.
Monks, the global digital-first operating brand of S4Capital, has appointed Mihir Dhairyawan as executive creative director for Southeast Asia, effective immediately. Based in Singapore, Dhairyawan brings over 20 years of cross-sector experience spanning healthcare, FMCG, telecommunications, and automotive to lead the agency's regional creative vision.
Cross-Industry Expertise Shapes Regional Strategy
Dhairyawan joins Monks from Leo Burnett Singapore, where he served as regional creative director leading work for P&G's portfolio. His portfolio includes the award-winning Vicks #TouchOfCare campaign, which earned a Cannes Lions Silver in 2023 and increased brand sentiment by 34% across Southeast Asia. He has worked with major brands including P&G, Unilever, Mondelez, and Castrol across multiple categories.
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"His creative leadership, regional experience and passion for innovation make him a strong addition to our team as we continue to evolve how brands connect with audiences through data, technology and AI-driven creativity," said Munas Van Boonstra, managing director of Monks Southeast Asia.
Dhairyawan will collaborate with Van Boonstra to deliver work that combines data, technology, and storytelling as the agency expands its AI-powered creativity capabilities. His cross-category background positions him to develop strategies for Southeast Asia's diverse markets, where Monks operates across Singapore, Malaysia, Indonesia, and Thailand.
AI Integration Drives Creative Transformation
The appointment comes as Monks accelerates its AI adoption across the region. The agency now incorporates AI tools in 25% of its creative work, using platforms like Monks.Flow with Adobe GenStudio. Recent campaigns demonstrate measurable results, including a 78% higher click-through rate for Hatch using Monks.Flow combined with Google Gemini.
Dhairyawan has championed responsible AI use while preserving human insight. "AI works the same way as learning to drive. If you treat it as the driver, it can feel intimidating. If you treat it as the vehicle, it becomes empowering," he stated. He emphasized combining AI with "human intelligence, so our solutions for brands feel clearer, warmer and more human."
Internal data shows 92% of Monks staff report AI tools improve workflow efficiency, with 66% rating the agency's innovation capabilities as excellent. S4 Capital has invested in an AI Training Taskforce and School of AI to upskill teams across complex markets.
Regional Expansion Targets Growth Markets
The hire supports Monks' aggressive Asia-Pacific expansion strategy. The agency launched operations in Vietnam in 2025 to serve clients including NCS, whose Asia-Pacific brand transformation focuses on AI-driven initiatives. Monks also appointed senior leadership in Japan, including Yukiko Ochiai as managing director and Yohei Adachi as group creative director, strengthening partnerships with clients like Amazon.
The expansion positions Monks to capitalize on rising regional demand for AI-driven marketing solutions. Dhairyawan's healthcare and FMCG expertise aligns with the agency's focus on localized storytelling across Southeast Asia's multi-market landscape, where cultural considerations require tailored approaches.
His previous work on healthcare brands including Sangobion and Neurobion demonstrates his ability to navigate regulatory requirements while delivering creative campaigns. This experience becomes increasingly valuable as Monks expands its client portfolio across diverse sectors in the region.
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