Lottery chief Vidler to chair the Advertising Association

The Advertising Association has appointed Andria Vidler, chief executive of National Lottery operator Allwyn UK, as its new president, succeeding former Tesco chief Alessandra Bellini, following the completion of a 3-year tenure.

As president, Vidler will guide the strategic direction of the association’s work on behalf of the UK ad industry to promote the role and rights of responsible advertising – trusted, inclusive and sustainable – and its value to people, society, businesses and the economy.

She 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 (junk food) restrictions, 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 c.£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, Vidler 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, and four years as CEO for EMI Music UK & Ireland, following senior roles at Bauer Media and the BBC.

Woodford said: “Firstly, I would like to thank Alessandra for her enormous contribution and commitment during her time as president. She has led the way, particularly in championing the importance of our industry implementing a clear and progressive talent recruitment and retention strategy to make sure we have the very best people working in our businesses.

“I am delighted to welcome Andria, an impressive and respected leader in advertising and marketing, as our new President. Her strategic guidance and her experience across agencies, media owners and clients will be a huge asset to us and our members.”

Vidler added: “I look forward to working with Stephen, Annette and the team at the AA, and building on the impressive work on behalf of members, to help them deliver responsible advertising that is trusted, inclusive and sustainable.”

Bellini is continuing to work with the organisation as the new UK chair of Ad Net Zero. She said: “I have thoroughly enjoyed my three-year tenure, working with Stephen and the team. 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.”