Bauer promotes Vidler to top role across portfolio

Bauer Consumer Media has promoted Andria Vidler as top marketer across its entire portfolio of brands. Vidler, who is currently managing director of Magic 105.4 and EMAP’s national digital brands, will take over the role later this month.

Vidler, who joined EMAP in 2005, will become chief marketing officer across all of the former EMAP brands, such as FHM and Grazia.

She has been charged with developing the “powerhouse brands”, which span magazines, TV, digital and mobile, as well as radio, while “ensuring that consumers’ and advertisers’ needs remain at the heart of the business”.

BCM chief executive Paul Keenan says: “As chief marketing officer, she will help us harness our incredibly powerful portfolio for the benefit of all our audiences and commercial partners.”

Vidler says that BCM is in an “exceptional position with some of the world’s strongest media and entertainment brands”. She adds: “I want to enable our talented creative teams to connect strongly with their brands’ core, and reach new audiences, delivering what those audiences want, when and where they want it – either online, on the page or on the go.”

Magic, which is currently the biggest station in the capital, has grown its listenership to over 2 million during Vidler’s tenure. She has also led the relaunch of Heat radio, with a new ad-funded programming model and overhauled schedule, and led the Bauer (then EMAP) bid for inclusion in the Channel 4 bid for the second national digital multiplex.

Prior to that, Vidler was managing director for Capital 95.8 in London and the Capital FM Network. She also held a variety of strategic marketing and communications roles at the BBC, including head of business development and marketing at BBC Sport, and head of marketing for BBC news. She was also the marketing manager for the launch of Radio 5Live.


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