S4 Capital’s operating brand Monks has welcomed Brett Camilleri as Vice President, Measurement APAC, in its efforts to build its measurement and Marketing Mix Modelling (MMM) capabilities in APAC.
Camilleri brings nearly two decades of experience as a marketing effectiveness expert, specialising in measurement solutions across roles within WPP. He began his career in London as an econometrician at Mindshare Worldwide before progressing into senior leadership positions in Sydney, including head of data and Analytics at Mindshare Australia and general manager of Analytics at GroupM. Notably, at GroupM, he established a Centre of Excellence for Analytics, led enterprise-scale MMM programmes, and spearheaded an industry-wide ROI benchmark study for ThinkTV.
He brings deep expertise in Marketing Mix Modelling, attribution modelling, media optimisation, and digital measurement across diverse sectors, including finance, retail, telecommunications, automotive, and FMCG.
In his new role, Camilleri will lead the growth of Monks’ measurement capabilities across APAC, with a focus on the rapidly evolving and increasingly innovative field of MMM. His appointment comes at a pivotal moment, as marketers contend with rising complexity from media fragmentation, data silos, shifting privacy regulations, and growing budget pressures. By delivering robust, scalable measurement solutions, Camilleri will empower clients to navigate these challenges and make more informed, high-impact marketing decisions.
“In light of partial depreciation of 3rd party cookies and raise of walled gardens, Smart Measurement has become mission-critical for marketers looking to optimise spend and prove performance. Brett’s appointment reinforces our commitment to offering world-class measurement solutions that address the specific challenges brands face in APAC. His depth of experience will be instrumental in elevating our regional capabilities,” Jakub Otrząsek, SVP of data APAC at Monks said.
Monks has developed proprietary MMM and attribution solutions that combine AI, machine learning, and the expertise of seasoned econometricians. With a flexible delivery model, Monks supports clients across the spectrum, from fully managed services to enabling in-house capabilities. Camilleri’s appointment wlil help to scale these offerings across the APAC region.
“While many clients are eager to adopt advanced measurement solutions, they often face challenges in implementation. Our goal is to help them build robust solutions that unlock ‘aha moments’ and drive real commercial value, whether through Monks’ proprietary solutions, open-source tools, or by supporting their in-house initiatives,” Brett Camilleri, VP of Measurement at Monks added.
A key focus for Camilleri will be supporting the launch of Meridian, Google’s open-source MMM software introduced earlier this year. As a certified Meridian partner, Monks delivers a range of services, including end-to-end model builds, consultancy support for clients managing their own measurement programs, and training and education workshops. Monks also offers a suite of software and technology enhancements to Meridian, including automation of data pipelines, customised dashboards, and advanced optimisation and forecasting tools. The latest initiative in this partnership is a series of events aimed at increasing education around MMM alongside Google. So far, these events have taken place across Melbourne and Sydney, with the next event taking place in Auckland on Wednesday, 20 August.
