Adrian J Cotterill, Editor-in-Chief
The Advertising Association has announced that Andria Vidler, Chief Executive of Allwyn UK, operator of The National Lottery, as its new President. She takes on the role following the completion of a three year tenure by President, Alessandra Bellini, who will continue her work with the Advertising Association as the Chair of the Ad Net Zero UK Group.
As President, Andria will guide the strategic direction of the association’s work on behalf of the UK advertising industry to promote the role and rights of responsible advertising – trusted, inclusive and sustainable – and its value to people, society, businesses and the economy.
The new President will work with the Chair, Dame Annette King, and Chief Executive, Stephen Woodford, to lead a council of industry leaders from media owners, agencies, brands, and trade bodies, joining forces and working together on the issues that affect them. The association’s current priority workstreams include rebuilding public trust in advertising through its Value of Trust campaign, a focus on talent recruitment and retention in a workplace where everyone feels they belong through ‘All In’ and taking positive action on climate change through the Ad Net Zero initiative. In addition, the President will support the direction of the association’s work around major policy areas including the government’s industrial strategy, responsible use of AI in advertising and sensitive categories including HFSS, plus the promotion of UK advertising as a global hub for the world’s advertisers as part of the creative industries.
Andria has 30 years’ experience in marketing and technology, focusing on re-energising brands through consumer engagement and digital innovation. She was appointed in 2023 to lead Allwyn’s UK operations, reinvigorating The National Lottery to deliver even more to Good Causes. The National Lottery currently delivers circa GBP 30m weekly to Good Causes – supporting the arts and sport sectors, empowering local community groups and preserving iconic British landmarks – making it one of the UK’s most significant societal contributors.
Prior to Allwyn, Andria was CEO of Tag EMEA, leading the transformation of the independent, global marketing production partner for brands and agencies. She spent six years as CEO of Centaur Media PLC, which she evolved into a business intelligence and data group, and four years as CEO for EMI Music UK & Ireland, following senior roles at Bauer Media and the BBC.
Andria has served as a Non-Executive Director at multiple organisations including 888 Holdings PLC, Gamesys Group plc and, most recently, luxury shoe brand Sophia Webster. She has chaired Ad Week Europe’s Advisory Board and held trustee positions at the Media Trust and the Roundhouse as well as being named Change Maker of the Year (2021) and Agency Leader of the Year (2023) by the Drum Awards.
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