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 S4 Capital group's creativity, technology, and media company became theAgency of Record(leading agency) of Leroy Merlin in Brazil.
In practice, Monks now holds the accountfull-serviceof the retailer. That is, it also includes areas such as creation, strategy, and media.offline, production andsocial media, in an integrated operation that will help drive the company in business, growth and marketing.
As Leroy Merlin's leading agency, Monks will use data intelligence to strategically and efficiently deliver the right messages to the right people. Thus, the creative pieces will already be designed with the media path to be followed and the target audience in mind.
“Our partnership with Leroy Merlin has evolved from consistent, results-oriented work. Now, by expanding our scope beyond digital performance media, we have the opportunity to integrate insights and creativity into all stages of people’s journeys, 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—such as ChatGPT, Google Gemini, and several others—and optimizes the agency's operations by orchestrating the machines' actions alongside human talent.
As part of the movement to consolidate marketing and creative 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.
"The cultural pulse has become a decisive factor in the segment, redefining the way people choose products and brands. More than price and convenience, the purchasing 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 way.
“The partnership with Monks is one of the moves that aims to strengthen the Leroy Merlin brand, improve our positioning, and reinforce the offer of complete solutions, from products for construction, renovation and decoration 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,” Flávia Barros, Marketing Director of Leroy Merlin Brazil.
