The Advertising Association (AA) has announced the appointment of Andria Vidler, CEO of Allwyn UK, as its new President. In this strategic leadership role, Vidler will guide the AA’s mission to champion responsible advertising and reinforce its positive impact on society and the economy.
Vidler will collaborate closely with Dame Annette King, Chair of the AA, and Stephen Woodford, CEO of the AA, to advance key industry initiatives. These include the Value of Trust campaign, which aims to rebuild public confidence in advertising, the All In initiative focused on talent recruitment and retention, and Ad Net Zero, which drives sustainability and climate-conscious advertising practices.
“I’m excited to be joining the Advertising Association as president at this critical time,” said Vidler. “I look forward to working with Stephen, Annette and the team at the AA, and building work on behalf of members, to help them deliver responsible advertising that is trusted, inclusive and sustainable.”
Vidler’s presidency will also encompass advocacy on major policy issues, including the UK government’s industrial strategy, the responsible use of AI in advertising, and regulatory considerations for less healthy foods (LHF). The latter is particularly time-sensitive as the Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) navigate upcoming LHF regulations set to take effect on 1 October.
Vidler succeeds Alessandra Bellini, who concludes her successful three-year tenure as AA President. Bellini will continue contributing to the industry as UK Chair of Ad Net Zero. Reflecting on her time in the role, Bellini stated: “I know Andria will do a fantastic job in guiding the association to deliver their important work on the critical issues facing our industry, as we aim to help the UK deliver economic growth and make the very best social contribution that we can.”
With a career spanning over 30 years in marketing, media, and technology, Vidler has held leadership roles at Tag EMEA, Centaur Media, EMI Music, Bauer Media, and the BBC. She was appointed UK CEO of Allwyn, the operator of The National Lottery, in 2023.
One of Vidler’s first major responsibilities as AA President will be the launch of the biennial All In Census, a comprehensive industry-wide survey scheduled for 12 March 2025.
