Meet the Monks Making Moves in Southeast Asia
Signifying its commitment to Southeast Asia as a growth market, last month Monks announced an exciting refresh of its SEA leadership team. At the helm is Munas van Boonstra, named managing director, with Saufi Salleh and Kryse Ynieto elevated to head of clients and head of strategy, respectively. Part of a wider management team for the region, the three are joined by regional executive creative director Anam AS, head of growth Yasmine Mansour and executive producer Lee Kwok Leong.
Having spent years working together already, the team comes with an established close bond which they describe as “built on trust, mutual respect and a shared passion for creativity” leading to “seamless collaboration and a collective commitment to create work that pushes boundaries.”
Their vision for Southeast Asia? “To represent the rich tapestry of talent. We know that the region isn't a monolith; it's dynamic and diverse. We hope to embody that diversity not just in the work we produce but also in the talent we attract and the clients we partner with. Our goal is to continue showcasing the unique voices and perspectives that make SEA so vibrant.”
To dive into the team’s ambitious plans and great passion for the region, LBB’s Sunna Coleman speaks with Munas, Saufi, Kryse and Anam, who outline their strategy for success, reveal the unique challenges this region can bring, and tell us why Southeast Asia is so close to their hearts.
LBB> You are all part of the newly formed leadership team in Southeast Asia, but you have been working together for many years already. How would you describe your team bond?
Kryse> Without sounding cliche, our team bond is genuinely collaborative. We deeply respect each other's boundaries, skill sets, opinions and expertise. And yet what's refreshing is that each of us brings solutions that aren’t confined to our job titles; creatives don't just handle creative work, the business team doesn't shy away from strategy, and our strategists are deeply invested in our clients' businesses. We truly operate as one cohesive unit, and step into leadership roles having established this dynamic in our previous roles which has been invigorating.
Munas> We each bring something unique to the table, and this diversity of perspectives makes us so effective as a team. I am striving for us to communicate openly while challenging each other and pushing for innovative solutions. When a team goes through good times and bad times together, the established dynamics will continue to drive our growth and success as a team.
LBB> All of you have been at Monks for years. What is it about the company that has kept you committed?
Anam> Monks has a culture that truly values creativity and innovation. We have the freedom to experiment, the tools to create, and the trust to lead projects that challenge conventional thinking. The company pushes the limits and encourages constant learning and growth, ensuring that we stay ahead of industry trends and evolve as professionals. This commitment and a strong sense of belonging and collaboration keep me inspired and motivated to keep evolving and growing with the team.
Saufi> It is the unspoken culture here. Regardless of where we came from, after a few months, you become a Monk. The exciting thing is that it is an ever-changing culture, and each one of us contributes to evolving it – so that might seem contradictory, but it is a culture of change and evolution, and that happens with every single person that joins the organisation.
Kryse> I've had the opportunity to work at various agencies – both big networks and boutiques – and each has its merits. Large network agencies offer legacy and time-tested processes, while boutique agencies are agile and bold. Monks hits that sweet spot between the two. We're guided by seasoned veterans with successful track records in running multinational companies, yet we maintain an agile mentality. We constantly iterate – keeping what's working and refining what isn't. I love contributing to the bigger picture, and Monks has provided the platform for me to do just that.
Munas> Monks prides itself on operating with a global mindset, which means that regardless of the project, a client retainer, or a high-stakes pitch, we tap into Monks' worldwide network of creative, media, data and tech minds. Seeing how our diverse teams from different regions come together to create innovative solutions for our clients is inspiring.
The way Monks work is centred on collaboration without borders. We don’t just draw on local talent but harness the creativity and expertise of our teams from all over our network across the globe. This blend of global perspectives and local insights ensures that every project is infused with fresh ideas and culturally relevant approaches, which is especially important when working with clients across Southeast Asia and beyond.
Ultimately, what drives me to stay is the feeling that every day brings new opportunities. Whether it’s a client brief or a pitch, the environment at Monks allows us to be agile, constantly evolving, and always ready to deliver cutting-edge solutions. That, combined with the camaraderie and shared purpose, is why Monks feels like more than just an agency – it’s a global family.
LBB> What are your current goals as a team and how would you like to evolve the work you do in Southeast Asia?
Anam> We want to elevate the creative impact we have in Southeast Asia by delivering culturally relevant and innovative solutions. We want to deepen our connections with local markets and create work that speaks to diverse audiences authentically. To achieve this, we are focusing on expanding our creative capabilities, investing in talent development, and building stronger partnerships with regional brands.
Munas> The advertising landscape is evolving rapidly, and we aim not just to keep up but to be at the forefront of these changes – by leveraging the power of AI, data, digital innovation and culturally relevant storytelling.
Additionally, we want to nurture local talent while fostering the Monks’ global collaboration. Another important goal is to ensure that our team always adapts to the needs of each market in Southeast Asia. Each country has its own unique dynamics, and I see us growing by offering hyper-localised solutions that connect on a deeper level with audiences while maintaining the global standards of excellence that Monks is known for.
Saufi> To not just be a client vendor but a partner. Clients today are facing enough pressure as it is – and we can help solve some of the problems they face by having a keen understanding of how the media and communications landscapes have changed, and being ahead of how their consumers are engaging with their brands and products. We have amazing talents and tools – and for the team it is to understand the challenges between clients and their consumers, and having that keen interest and appetite to bridge that gap with the experience and expertise that we have. This way, we don’t just provide a ‘service’ but a ‘solution’ – and this elevates us from just being a vendor to a partner.
LBB> What do you most love about this market?
Kryse> Its unique blend of tradition and openness to global influences. Each country has its own distinct culture and traditions, yet there's a shared enthusiasm for embracing new ideas and trends. This creates a dynamic environment where innovation thrives alongside rich cultural heritage, offering endless possibilities for creative storytelling.
Munas> Its vibrancy and diversity. Each country in this region has its own distinct culture, language, and consumer behaviour, yet a shared dynamism and entrepreneurial spirit connects them all. It’s a market full of opportunities, where traditional values and cutting-edge digital trends coexist, creating a unique space for brands to innovate.
Saufi> That it is almost like an incubator and experimentation lab. As a region, we are exposed to western and eastern technology giants – and the culture of each country sees almost a unique way of how those tools are used; how people engage with each other and with brands. It is a constant negotiation of these tools and the people here are incredibly smart and resourceful to adapt themselves and the tools to fit their needs – and it keeps marketeers and us agency partner folks on our toes. I love that.
Anam> Southeast Asia is vibrant, diverse and full of opportunity. The energy and dynamism of this market are unmatched, and there’s an openness to exploring new ideas. I love the richness of cultures here and the challenge of finding creative ways to connect with such varied audiences. It’s a space where we can continuously innovate and learn.
LBB> How do you stay on top of each region’s different ways of working and culture to deliver work that resonates?
Anam> It’s all about immersing ourselves in the culture, understanding the nuances of each market, and building relationships with local talent and partners. We prioritise research and insights to inform our strategies, ensuring that our campaigns are both authentic and effective.
Kryse> We're fortunate to have a dedicated data and insights team embedded in our key markets – Monks who are not only from these regions but are actively engaged in them. We utilise cultural tools, social listening platforms and influencer mapping to tap into the conversations and topics that matter to our audiences right now. This hands-on approach ensures we have our finger on the pulse, allowing us to create work that's both relevant and impactful.
LBB> What are some of the other unique challenges you face in the region?
Saufi> It is how brave we can be, both brands and agencies alike. It is not merely a challenge, but it is a huge opportunity. It boils back to the region's evolving and changing. While there are predictable ways to connect with the community and consumers, like the behavioural data on apps, social platforms and websites, the rest depends on how brave we want to be – are we brave enough to push for something that will cut through the clutter and get people’s attention?
Munas> Regulatory environments also differ greatly. From advertising regulations to data privacy laws, each country has its own guidelines that brands must navigate. This means we must stay agile and adaptive, ensuring compliance while delivering creative, impactful work.
Kryse> A significant challenge is that many regional clients focus heavily on lower-funnel marketing – conversion, purchase, and so on – which often leaves limited resources for traditional brand-building efforts. This is where creativity becomes crucial. Even with constrained budgets, we strive to craft impactful brand narratives that resonate culturally, driving both immediate results and long-term brand value.
LBB> How do you utilise the diverse range of skills within the team to help come up with creative solutions?
Anam> One of our greatest strengths is that we see ourselves as a collective coming together from a wide range of backgrounds and expertise. We encourage open collaboration and cross-discipline brainstorming sessions to tap into diverse perspectives. By leveraging everyone’s unique skills – whether in strategy, design, technology, or content – we’re able to build solutions that are not only innovative but also holistic and well-rounded.
Kryse> You can't fake authenticity; genuine cultural insights come from real connections and understanding. By bringing together talents from various backgrounds, we ensure our solutions are authentic and truly resonate with our audiences. I'm genuinely excited about this new chapter for Monks in Southeast Asia. There's so much potential ahead, and I can't wait to see where this journey takes us. Watch this space!
Saufi> It really is a time of big changes, and I am super humbled and excited to be a part of
it – not just for Monks but also for our clients and our industry.
