Singapore: S4 Capital’s operating brand, Monks, is expanding its Marketing Mix Modelling (MMM) and measurement capabilities across the Asia-Pacific (APAC) region with the appointment of Brett Camilleri as Vice President, Measurement APAC.
Camilleri brings nearly two decades of experience in marketing effectiveness, with a career spanning senior roles across WPP. He began as an econometrician at Mindshare Worldwide in London before taking on leadership positions in Sydney, including Head of Data and Analytics at Mindshare Australia and General Manager of Analytics at GroupM. At GroupM, he established a Centre of Excellence for Analytics, led large-scale MMM programs, and spearheaded an industry-wide ROI benchmark study for ThinkTV.
He is recognized for his deep expertise in Marketing Mix Modelling, attribution, media optimization, and digital measurement across sectors including finance, retail, telecommunications, automotive, and FMCG.
In his new role, Camilleri will lead the development of Monks’ measurement practice in APAC, helping clients navigate an increasingly complex marketing landscape. Challenges such as media fragmentation, data silos, shifting privacy regulations, and mounting budget pressures have made robust measurement solutions more critical than ever.
“In light of partial depreciation of third-party cookies and the rise of walled gardens, smart measurement has become mission-critical for marketers looking to optimize spend and prove performance,” said Jakub Otrząsek, SVP of Data APAC at Monks. “Brett’s appointment reinforces our commitment to offering world-class measurement solutions that address the specific challenges brands face in APAC. His depth of experience will be instrumental in elevating our regional capabilities.”
Monks has established strong global measurement capabilities, combining proprietary MMM and attribution solutions with AI, machine learning, and the expertise of seasoned econometricians. The agency supports clients with a flexible delivery model, from fully managed services to enabling in-house measurement capabilities. Camilleri’s role is pivotal in scaling these offerings across APAC.
“While many clients are eager to adopt advanced measurement solutions, they often face challenges in implementation,” said Camilleri. “Our goal is to help them build robust solutions that unlock ‘aha moments’ and drive real commercial value, whether through Monks’ proprietary solutions, open-source tools, or by supporting their in-house initiatives.”
A key focus for Camilleri will be supporting the launch of Meridian, Google’s open-source MMM software introduced earlier this year. As a certified Meridian partner, Monks delivers end-to-end model builds, consultancy support for clients managing their own measurement programs, and training workshops.
Monks also enhances Meridian with proprietary software and technology, including automated data pipelines, customised dashboards, and advanced optimisation and forecasting tools, offering clients a comprehensive measurement solution tailored to the evolving APAC market.
