Allwyn to run National Lottery starting 2024

Allwyn appoints 888 director Andria Vidler as new UK CEO

Andria Vidler, Allwyn UK CEO
Reading time 2:38 min

Multi-national lottery operator Allwyn has appointed 888 director Andria Vidler as CEO of its UK division, as the company prepares to become the operator of the National Lottery in February 2024. Vidler has been appointed as Allwyn UK CEO, effective October 1, succeeding Robert Chvátal, who has been interim CEO since January this year and who will return to focus full-time on his responsibilities as Group CEO of Allwyn.

Allwyn was awarded the fourth National Lottery license in September 2022, ending Camelot’s 28-year tenure. The company then acquired Camelot’s UK operations in November last year. With Allwyn now set to run the National Lottery, Vidler’s mission will be “increasing the funds generated for Good Causes over the course of the ten-year license period.”

The company describes the new UK CEO as “a proven business leader, with a track record of creating value for stakeholders at a range of high-profile UK media businesses.” She was most recently the EMEA CEO at Tag Worldwide, a global marketing production business. Vidler was previously CEO of EMI in the UK and Ireland, and CEO of Centaur Media, as well as holding senior roles at Capital Radio, Bauer Media and the BBC.

Justin King, Chairman Allwyn UK, commented: “Andria’s extensive expertise in helping entertainment brands adapt to the realities and opportunities of a data-enabled, multichannel landscape will be a fantastic asset to The National Lottery. I’m delighted to have her on board, as well as continuing to benefit from Robert’s global lottery expertise as a UK board member and active supporter for the UK team.”

Justin King

Vidler started her career in retail and advertising before joining BBC News and Sport, with roles across TV, radio and online. While at the BBC, she was part of the team that launched Radio 5 Live, the BBC News website and News 24. She was subsequently Network Managing Director at Capital Radio, with responsibility for Capital 95.8FM, network regional stations and Capital Gold.

She was also Chief Marketing Officer at Bauer Media/EMAP before becoming CEO of EMI UK and Ireland in 2009; CEO of Centaur Media in 2013 and then CEO EMEA of Tag Worldwide in 2020, until it was acquired by Dentsu earlier this year.

Vidler is currently a non-executive director at shoe designer SophiaWebster and at gaming company 888, “a role she will relinquish on joining Allwyn,” according to a press release. She was formerly Chair of the Marketing Group of Great Britain, and earlier this year she was awarded Agency Leader of the Year by The Drum. Vidler has a degree from Anglia Ruskin University, and an MBA from the University of Bradford.

Robert Chvátal, Allwyn Group CEO, added: “Andria’s experience of developing and managing compelling brands, content and campaigns that connect with audiences in a fast-changing digital environment made her the ideal choice for our new CEO. In her new role, she will not only be able to draw on the great talent we have in the UK but also all the advantages of the powerful Allwyn Group platform.”

Robert Chvátal

Andria Vidler said of her appointment: “This is such an exciting opportunity to ensure The National Lottery, a hugely loved UK brand that delivers immense benefits to society, is in the best shape possible for the future. I can’t wait to get to work alongside partners and colleagues from across our Allwyn and Camelot teams to make this vision a reality.”

Lord Mendelsohn, Executive Chair of 888, reflected on Vidler’s contributions to the company after the announcement she would be stepping down from the operator’s board as a result of her new position.

“On behalf of the board, I would like to congratulate Andria on her appointment to this new role,” he said. “Her support and extensive experience have been invaluable as we have continued our work to deliver against our long-term strategic objectives following the acquisition of William Hill. We wish her all the best for the future.”

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