Allwyn UK CEO Andria Vidler has been appointed president of the Advertising Association (AA).
In the role, Vidler will guide the strategic direction of the AA’s work on behalf of the ad industry, with the goal of promoting the importance and effectiveness of responsible advertising.
She will work alongside chair Dame Annette King and CEO Stephen Woodford on the AA’s “priority workstreams”. These include rebuilding public trust in advertising via its “Value of Trust” campaign, improving talent recruitment and retention through the All In initiative and driving positive action on climate change via Ad Net Zero.
“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 will also support the AA’s work around major policy areas, including the government’s industrial strategy, responsible use of AI in advertising and sensitive categories including less healthy foods (LHF).
The latter is highly time-sensitive, as the Advertising Standards Authority and Committee of Advertising Practice had to delay releasing guidance relating to LHF ad regulations — set to come into force on 1 October — over a change in the legal interpretation of what is likely to qualify under the passed legislation.
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Vidler succeeds Alessandra Bellini following the completion of her three-year tenure. Bellini will, however, continue working with the AA as UK chair of Ad Net Zero.
In a statement, Bellini said she has “thoroughly enjoyed” her tenure as AA president, adding: “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.”
Vidler has worked in the marketing and tech industries for the past 30 years. She was appointed UK CEO of Allwyn, operator of The National Lottery, in 2023. Previously, she has led Tag in EMEA, and Centaur Media and EMI Music in the UK and Ireland. Vidler has also held senior roles at Bauer Media and the BBC.
Among the first items in Vidler’s in-tray will be the launch of the biennial All In Census, an industry-wide survey, on 12 March.
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