Waitrose chief customer officer Nathan Ansell has been named the next president of the Advertising Association (AA).
Ansell will succeed outgoing president Andria Vidler following the completion of her two-year tenure in the spring of 2027.
“It is a tremendous honour to be appointed, and having seen first-hand the transformative impact that responsible advertising can have on businesses and communities, I am eager to collaborate with our members to build on the fantastic work already underway,” Ansell commented.
“Together, we will lead our efforts in promoting a more trusted, inclusive, and effective advertising landscape that delivers real value for everyone and demonstrates the essential contribution our industry makes to the UK economy.”
At Waitrose, Ansell is responsible for the supermarket’s end-to-end customer strategy, including customer communications and experience, loyalty, content, creative direction, store development and digital execution.
In a statement, AA chief executive Stephen Woodford called Ansell “one of the UK’s most respected customer and marketing leaders, with exceptional experience across retail, FMCG, agencies and brand transformation.”
Woodford added: “He is a champion on brand-led growth, with a deep understanding of consumers, data-led insight and responsible business, and will be a huge asset to the Advertising Association and to our members as we contribute to demonstrate the value of responsible advertising to the UK economy and society.”
Ansell rejoined Waitrose (he held his first role in retail with the company in the late ’90s) in 2023 as partner and customer director before being promoted to chief customer officer in 2025.
His work for Waitrose has included the award-winning Christmas campaigns Sweet Suspicion and The Perfect Gift.
Ansell has worked across numerous retail and FMCG brands in his career, including senior roles at Marks & Spencer, Heinz, Red Bull, House 337 and Birds Eye Iglo.
Since November 2024, he has also been a member of the Advertising Standards Authority’s (ASA) Industry Advisory Panel.
Vidler said Ansell brings “impressive customer, commercial and brand expertise” to the AA, adding she “look[s] forward to working with him as he prepares to take over the role.”
In an interview with The Drum last year, Ansell implored marketers to adapt by viewing themselves as akin to chief growth officers and to see marketing as an engine of business growth.
Ansell will join the AA Council as president-elect later this month.
