Mediacendo, the UK-based company behind an AI-powered operating system for paid media, has appointed Charles Ruyant as Managing Director. The appointment follows the company's recent launch and initial funding. Ruyant brings extensive experience in agency leadership, media buying, and advertising technology, having built media teams, developed advertising products, and led international campaigns throughout his career.
Most recently, Ruyant served as Global Paid Media Managing Director at SAMY, where he founded and grew THYGA, the paid media agency established within the SAMY group and integrated into SAMY in June 2025. Over five years, he helped build the group's global paid media capability. Previously, he was Managing Partner, Media Advertising at OMD EMEA, leading regional media strategy and international client relationships while building and mentoring a team of more than 40 specialists. Before OMD, he served as Media Operations Director at Sprinklr, working across EMEA and APAC, where he developed Sprinklr's paid media advertising module from concept through product roadmap and launch. Earlier roles included positions at Publicis Groupe, PHD Media, and Experian.
For Ruyant, Mediacendo addresses a problem he has seen throughout his career: skilled media teams spending too much time moving information between spreadsheets, chasing approvals, and recreating campaign setups across advertising platforms. "I love this industry, and I've been fortunate to work with some brilliant people," said Ruyant. "What has always frustrated me is how much of their time gets taken up by work that software should make easier. Re-entering campaign details, tracking down the latest creative or checking who approved a budget can take hours away from the work clients value."
Mediacendo brings briefing, research, media planning, creative coordination, approvals, campaign building, optimisation, and reporting into one connected workspace. AI helps prepare the work, while teams review and approve decisions before campaigns are submitted. "I've worked on both sides, running media teams and helping develop the technology they use," Ruyant added. "That experience shapes Mediacendo. We want planners, buyers and creative teams to spend more time thinking, testing and improving campaigns, with less time lost keeping everything organised."
What sets Mediacendo apart is what happens once a plan is approved. The platform connects directly to leading advertising platforms, including Meta, Google Ads, TikTok, LinkedIn, YouTube, Snapchat, Pinterest, Reddit, X, OpenAI Ads, and Spotify. Teams select the approved lines of a media plan, and Mediacendo builds the campaigns across platforms in minutes rather than hours, with budgets, targeting, naming conventions, and creative already in place. Every step is recorded, from the brief and each version of the plan to who approved each budget and when each campaign went live, giving agencies and brands a complete audit trail.
As Managing Director, Ruyant will lead Mediacendo's product direction, partnerships, and commercial development across the UK and US. His priorities include expanding advertising platform integrations, developing the platform's AI assistant, which reviews live campaign data across connected accounts and recommends where to adjust budgets, audiences, and creative, and working directly with early customers to improve the day-to-day experience.
Mediacendo is available for demonstrations and customer onboarding. Agencies, brands, and in-house marketing teams can arrange a demonstration at mediacendo.com. The company is a UK-based technology company developing an AI-powered operating system for paid media, built for advertising agencies, brands, and in-house marketing teams. The platform connects campaign briefing, research, media planning, creative coordination, approvals, activation, optimisation, and reporting, combining AI-assisted preparation, workflow automation, and advertising platform integrations to help teams manage campaigns in one place, with human review and approval built into the process.
The appointment signals Mediacendo's ambition to scale its platform and address inefficiencies in paid media workflows. For an industry where time spent on administrative tasks often detracts from strategic work, Mediacendo's promise of faster campaign activation and a complete audit trail could reshape how agencies and brands manage their advertising operations. With Ruyant's deep experience in both media teams and ad tech, the company is poised to further develop its AI assistant and expand integrations, potentially offering a more streamlined approach to paid media management.
