After eight years as the digital media and performance agency for Leroy Merlin, Monks expanded its partnership with the retailer in Brazil. In early 2025, the creativity company, technology and media of the S4 Capital group has become theAgency of Recordleading agency of Leroy Merlin in Brazil
In practice, Monks started to hold the accountfull-servicefrom the retailer. That is to say, assume also areas such as creation, strategy, mediaoffline, production andsocial media, in an integrated operation that will help drive the company in business, growth and marketing
As the leading agency of Leroy Merlin, Monks will use data intelligence to, with strategy and efficiency, deliver the right messages to the right people. Thus, the creative pieces will already be developed with the media path to be taken and who will receive the message in mind
"Our partnership with Leroy Merlin has evolved from consistent and results-oriented 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 in a more strategic and efficient way to the various brand categories, says Marina Pires, managing director of Monks in Brazil
As part of the integration, the agency will use artificial intelligence platforms, like the Monks.Flow. It is a system from Monks that connects various AI tools – like ChatGPT, Google Gemini and several others –, and optimizes the agency's operations, orchestrating the performance of machines 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 the 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 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 way
"The partnership with Monks is one of the moves aimed at strengthening the Leroy Merlin brand", enhance our positioning, reinforcing the offer of complete solutions, from products to build, renovate and decorate including 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
