After eight years as Leroy Merlin’s digital media and performance agency, Monks expanded its partnership with the retailer in Brazil. At the beginning of 2025, the creativity, technology, and media company of the S4 Capital group became the Agency of Record (lead agency) of Leroy Merlin in Brazil.
In practice, Monks now holds the full-service account for the retailer. That is, it also takes on areas such as creation, strategy, offline media, production, and social media, in an integrated operation that will help drive the company in business, growth, and marketing.
As Leroy Merlin’s lead agency, Monks will use data intelligence to, with strategy and efficiency, deliver the right messages to the right people. Thus, creative pieces will already be developed with the media path and target audience in mind.
“Our partnership with Leroy Merlin has evolved from consistent, results-driven work. Now, as we expand our scope beyond performance digital media, we have the opportunity to integrate insights and creativity at every stage of people’s journey, connecting them more strategically and efficiently to the brand’s various categories,” says Marina Pires, managing director of Monks in Brazil.
As part of the integration, the agency will use artificial intelligence platforms such as Monks.Flow. This is a Monks system that connects various AI tools—like ChatGPT, Google Gemini, and several others—and optimizes agency operations, orchestrating machine performance alongside human talent.
As part of the consolidation of marketing and creativity services, Monks will develop a new brand positioning for Leroy Merlin in Brazil, structuring the new core message that will serve as the foundation for strengthening the brand in the country.
“Cultural pulse has become a decisive factor in the segment, redefining how people choose products and brands. More than price and convenience, purchase decisions are increasingly connected to aspirations, aesthetic references, and lifestyles,” says Marina Pires. “For Leroy Merlin, this opens a strategic opportunity for creativity, allowing the brand to go beyond functional discourse and connect with consumers in a more emotional and relevant way.”
“The partnership with Monks is one of the moves aimed at strengthening the Leroy Merlin brand, enhancing our positioning, and reinforcing the offering of complete solutions—from products for building, renovating, and decorating to installation and renovation services. With greater campaign efficiency and strategic use of data, it will be possible to create content connected to regional needs, offering more relevant experiences for customers,” says Flávia Barros, Marketing Director of Leroy Merlin Brazil.
