Singapore: Monks, part of S4Capital, has appointed Mihir Dhairyawan as Executive Creative Director for Southeast Asia, effective immediately.
In his new role, Dhairyawan will lead the creative vision for Monks across Southeast Asia, reporting to Munas Van Boonstra, Managing Director of Monks Southeast Asia. He will work closely with regional teams to build marketing experiences for brands as Monks continues to expand its capabilities in AI-powered creativity and digital storytelling.
Before joining Monks, Dhairyawan was Regional Creative Director at Leo Burnett Singapore, where he led creative duties for a portfolio of Procter & Gamble brands. His body of work includes the Vicks #TouchOfCare campaign, along with regional initiatives for Sangobion, Neurobion, Slow-Mag and ZzzQuil. His campaigns have been recognised at major international award platforms such as Cannes Lions, D&AD, The One Show, Spikes Asia and the Clio Awards.
Commenting on the appointment, Van Boonstra said, “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.”
Over the course of his career, Dhairyawan has worked with global brands including P&G, Unilever, Mondelez and Castrol, spanning sectors such as healthcare, FMCG, telecommunications and automotive.
Speaking about his new role, Dhairyawan said Monks’ data-driven and digital-first approach provides a strong base for meaningful creative work. “What excites me is how we are deepening the use of AI – not to replace creativity, but to give it more room to grow,” he said, adding that his focus will be on steering AI with intent and combining it with human intelligence to deliver work that feels “clearer, warmer and more human.”
The appointment reinforces Monks’ focus on strengthening its creative leadership in Southeast Asia as it scales integrated, technology-led solutions for brands across the region.
