Singapore – Monks, the digital-first, data-driven agency brand of S4Capital plc, has appointed Mihir Dhairyawan as its executive creative director for Southeast Asia, effective immediately.
In his new role, Dhairyawan will lead the creative vision for Monks in the region, working closely with Munas Van Boonstra, managing director of Monks Southeast Asia, and regional teams to develop marketing campaigns that combine creativity with data-driven insights. His remit will include expanding the agency’s capabilities in AI-powered creativity and digital storytelling.
“We are excited to welcome Mihir to Monks at a pivotal moment for our business. 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 Van Boonstra.
Dhairyawan brings more than 20 years of creative experience, having worked with global brands including P&G, Unilever, Mondelez, and Castrol across industries such as healthcare, FMCG, telecommunications, and automotive.
Before joining Monks, he was regional creative director at Leo Burnett Singapore, overseeing a broad portfolio of P&G brands. His work includes the award-winning Vicks #TouchOfCare campaign and regional initiatives for Sangobion, Neurobion, Slow-Mag, and ZzzQuil. His campaigns have been recognised at major international award shows, including Cannes Lions.
In recent years, Dhairyawan has focused on AI-enabled creativity, exploring how emerging technologies can enhance—not replace—human ideas. He has championed the responsible use of generative tools to accelerate craft, expand creative possibilities, and improve storytelling, while maintaining the human insight and emotional intelligence at the core of effective campaigns.
His appointment strengthens Monks’ leadership team in Southeast Asia and reflects the agency’s ongoing investment in combining data, technology, and human insight to deliver impactful creative solutions across the region.
“At Monks, we are anchored in data-driven, digital-first and innovation-led thinking. That gives us a solid foundation to build work that is effective, thoughtful and genuinely useful to people,” said Dhairyawan.
“What excites me is how we are now deepening the use of AI – not to replace creativity, but to give it more room to grow. Any new technology becomes overwhelming only when you let it lead. It’s like learning to drive: the moment you realise you’re the one steering, the fear fades. AI works the same way. If you treat it as the driver, it can feel intimidating. If you treat it as the vehicle, it becomes empowering. My role at Monks is to help steer AI with purpose and combine it with HI – human intelligence – so our solutions for brands feel clearer, warmer and more human,” he added.
