Monks, the global, digital-first operating brand of S4Capital, has appointed Mihir Dhairyawan (pictured) as executive creative director for Southeast Asia, effective immediately.
Based in Singapore, Dhairyawan will lead the creative vision for Monks across the region, working closely with Munas Van Boonstra, managing director of Monks Southeast Asia, and regional teams to deliver marketing work that blends data, technology and storytelling. The appointment comes as Monks continues to expand its capabilities in AI-powered creativity and digital experiences.
Bringing more than two decades of industry experience, Dhairyawan has worked with major global brands including P&G, Unilever, Mondelez and Castrol, spanning sectors such as healthcare, FMCG, telecommunications and automotive.
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“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.
Prior to joining Monks, Dhairyawan was regional creative director at Leo Burnett Singapore, where he led creative duties for a wide portfolio of P&G brands. His work includes the award-winning Vicks #TouchOfCare campaign, alongside regional initiatives for Sangobion, Neurobion, Slow-Mag and ZzzQuil.
In recent years, Dhairyawan has focused on AI-enabled creativity, advocating for the responsible use of generative technologies to enhance creative craft without displacing human insight. As an AI creative director, he has worked on integrating emerging tools into creative processes while maintaining emotional intelligence at the core of brand storytelling.
“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.
Late last year, Monks accelerated its Asia-Pacific expansion through a series of senior leadership appointments across Japan and Greater China, alongside broader regional investments.
In Japan, Monks appointed Yukiko Ochiai as managing director, tasking her with driving business growth, creative and marketing excellence, and AI-powered innovation. This was followed by the appointment of Yohei Adachi as group creative director, strengthening the agency’s creative leadership and its partnership with Amazon, while raising creative standards across the market.
Monks has expanded into Vietnam as part of its Southeast Asia growth strategy, responding to rising demand from both existing and new clients. The move builds on its established presence in Singapore, Malaysia, Indonesia and Thailand, and reflects Vietnam’s growing importance as a strategic market within the region.
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