Building the future: Monks, from S4 Capital Group, is the new leading agency of LEROY MERLIN

After eight years as Leroy Merlin's digital media and performance agency, Monks expanded its partnership with the retailer in Brazil.In early 2025, the creativity, technology and media company of the S4 Capital group became the Agency Record (leader agency) of Leroy Merlin in Brazil.

In practice, Monks started to hold the account full-service of the retailer. That is, it also assumes areas such as creation, strategy, media offline, production and social mediain an integrated operation that will help drive the company forward in business, growth and marketing.

As the leading agency of Leroy Merlin, Monks will use data intelligence to strategically and efficiently get the right messages to the right people.

“Our partnership with Leroy Merlin has evolved from consistent, results-driven work. Now, as we expand our scope beyond digital performance media, we have the opportunity to integrate insights and creativity at every stage of the people's journey, connecting them more strategically and efficiently to the various categories of the” brand, 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, which is a Monks system that connects several AI tools such as ChatGPT, Google Gemini and several other AI platforms, and optimizes agency operations by orchestrating the performance of machines along with human talent.

As part of the consolidation movement of marketing and creativity services, Monks will develop a new brand positioning for Leroy Merlin in Brazil, structuring the new central message that will serve as a basis for strengthening the brand in the country.

“Cultural pulse has become a decisive factor in the segment, redefining the way people choose products and brands.More than price and convenience, the purchase decision is 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 manner”.

“The partnership with Monks is one of the movements that aims to strengthen the Leroy Merlin brand, improve our positioning, reinforcing the offer of complete solutions, from products to build, renovate and decorate to installation and renovation services. With greater efficiency in campaigns and strategic use of data, it will be possible to create content connected to regional needs, offering more relevant experiences for customers”, Flavia Barros, Marketing Director of Leroy Merlin Brazil.