Monks Bets on AI-Powered Creative with SEA Leadership Hire
S4Capital's Monks appoints Mihir Dhairyawan as SEA Executive Creative Director to drive AI-powered creative as agency targets 20% APAC revenue growth.
S4Capital's Monks has appointed Mihir Dhairyawan as Executive Creative Director for Southeast Asia, effective immediately. The appointment strengthens the agency's push into AI-powered creative capabilities across regional markets as it targets expanding its Asia-Pacific revenue share.
Regional Leadership and Strategic Focus
Dhairyawan will report to Managing Director Munas van Boonstra while leading creative vision across Southeast Asian teams. His role centers on developing marketing experiences that combine data-driven strategies with AI-enhanced creativity and digital storytelling.
The appointment comes as Monks accelerates its regional expansion plans. S4Capital currently generates 5% of revenue from Asia-Pacific operations but has set a long-term target of reaching 20% from the region. Singapore, Malaysia, and Indonesia represent key markets for this growth strategy.
Dhairyawan joins from Leo Burnett Singapore, where he served as Regional Creative Director leading creative initiatives for P&G's brand portfolio. His work includes the Vicks #TouchOfCare campaign, which generated 2.8 billion impressions. His campaigns have earned recognition at Cannes Lions, D&AD, The One Show, Spikes Asia, and the Clio Awards over a 19-year career spanning work with P&G, Unilever, Mondelez, and Castrol.
AI Platform Integration and Production Capabilities
The hire aligns with Monks' broader technology investments. The agency launched its Flow AI platform at CES 2024, which currently supports production of more than 20 AI-enhanced film projects. Monks has established partnerships with NVIDIA and Adobe to support content production capabilities.
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Van Boonstra emphasized the timing of the appointment, stating Dhairyawan's "creative leadership, regional experience and passion for innovation" position him as a valuable addition as Monks evolves brand-audience connections through data, technology, and AI-driven creativity.
The agency's Southeast Asian operations serve clients including PayPal and Google, focusing on what van Boonstra describes as "data-driven media strategies powered with AI."
Human-Centered AI Approach
Dhairyawan articulated a distinctive philosophy on using artificial intelligence in creative work. "If you treat it as the driver, it can feel intimidating. If you treat it as the vehicle, it becomes empowering," he said, comparing AI adoption to learning to drive.
His stated mission centers on combining AI with what he calls "HI, human intelligence" to create brand solutions that feel "clearer, warmer and more human." The approach addresses regional concerns about automated creativity replacing human judgment in marketing communications.
The philosophy contrasts with technology-first approaches in other Asian markets while aligning with Southeast Asia's diverse cultural contexts. Monks maintains separate leadership teams in Greater China under Managing Director Danny Lee and Japan under Managing Director Yukiko Ochiai.
Industry forecasts project hyperscaler AI infrastructure spending exceeding US$1 trillion, according to S4Capital's 2025 market analysis. The company's third-quarter 2025 trading update cited AI efficiencies as offsetting revenue declines in some business units.
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