Waitrose customer chief to lead Advertising Association

The Advertising Association is banking on top-level data-driven marketing expertise to drive the industry forward after appointing Waitrose chief customer officer Nathan Ansell to take up the role of president.

Ansell, who joins the AA Council this month as president elect, will succeed Andria Vidler in spring next year after completed her two-year tenure as president.

At Waitrose, Ansell is a member of the management board and is responsible for the supermarket’s end-to-end customer strategy across customer communications and experience, loyalty, content, creative direction, store development and digital execution.

He rejoined the retailer in 2023 as customer director, returning to the business where he held his first retail role 25 years earlier, and was promoted to chief customer officer in 2025.

With more than two decades’ experience across retail and FMCG, including senior roles at Marks & Spencer, House 337, Heinz, Birds Eye Iglo and Red Bull, Ansell is recognised for expertise in customer insight, digital transformation and brand revitalisation.

As president, he will help 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 and its value to people, society, businesses and the economy.

Ansell will work with the Advertising Association’s 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 the collective interests of the trade body’s members.

The association’s priority workstreams include continuing to build public trust in advertising through its Value of Trust campaign, supporting talent recruitment and retention through All In, and taking positive action on climate change through the Ad Net Zero initiative. The president will also support the AA’s work with government on the key issues that affect the advertising industry, while championing efforts to increase exports and promote the UK as a global advertising hub.

Woodford said: “Firstly, I would like to thank Andria for her continued outstanding leadership and commitment during her time as president. She is helping to guide our work at a vital moment for the industry, championing responsible advertising and its contribution to economic growth and the need to build public trust, inclusion and sustainability into everything we do.

“Nathan is one of the UK’s most respected customer and marketing leaders, with exceptional experience across retail, FMCG, agencies and brand transformation. He is a champion of brand-led growth, with a deep understanding of consumers, data-led insight and responsible business.

“He will be a huge asset to the Advertising Association and to our members as we continue to demonstrate the value of responsible advertising to the UK economy and society.”

Ansell added: “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.

“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.”

Vidler concluded: “Advertising has a powerful role to play in building trusted relationships with people and in supporting growth for businesses and the wider economy. Nathan brings impressive customer, commercial and brand expertise to the AA, and I look forward to working with him as he prepares to take over the role.”

Waitrose customer chief to lead Advertising Association

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