Midwich strengthens AV leadership with strategic appointments
Midwich has announced a series of strategic leadership appointments designed to strengthen its support for the AV channel, deepen specialist expertise and create new opportunities for customers, vendors and reseller partners.
Anton Vidal has been appointed head of channel sales – AV, leading Midwich's continued investment in delivering market-leading support, technical expertise and commercial opportunities for the AV channel.
Alongside Anton's appointment, Phil Ashby has been promoted to head of channel sales – business development, while Russell Taylor takes on the newly created role of country manager – Scotland & Northern Ireland, becoming the first territory lead within the UK business.
As AV technologies continue to evolve and converge with collaboration, communication and workplace solutions, customers increasingly rely on specialist expertise and trusted partnerships to navigate a changing market. These appointments strengthen Midwich's ability to support partners through that evolution while creating new opportunities for growth across the AV ecosystem.
In his new role, Vidal will focus on strengthening Midwich's AV proposition, helping customers and vendor partners benefit from deeper market insight, enhanced support and access to the latest technologies shaping the future of the AV industry.
Ashby's appointment as head of channel sales – business development reflects Midwich's ongoing focus on identifying new opportunities, supporting emerging technologies and helping partners unlock additional growth through strategic engagement and commercial expertise.
The creation of the country manager – Scotland & Northern Ireland role reflects Midwich's continued investment in regional support and market development. Building on his successful work with customers and vendors, Russell Taylor will help drive stronger collaboration across the wider Midwich Group, ensuring partners in both territories benefit from greater local engagement while accessing the full breadth of expertise available across the business.
Ross Floyd, chief operating officer at Midwich UK&I said:
"The AV market continues to evolve rapidly, creating new opportunities for our customers and vendor partners. These appointments strengthen our ability to provide specialist expertise, support emerging technologies and deliver the local presence and market insight that our partners value. Anton, Phil and Russell each bring significant experience and will play an important role in helping us continue to grow and support the AV community."
Commenting on his appointment, Anton Vidal said:
"As AV solutions become increasingly integrated with collaboration, communication and workplace technologies, customers need specialist support more than ever. I'm excited to lead a team focused on helping partners navigate that change, unlock new opportunities and deliver exceptional experiences for their customers."
Phil Ashby added:
"The AV market continues to present exciting opportunities for growth and innovation. I'm looking forward to working closely with our customers and vendor partners to help identify new opportunities, develop stronger relationships and create long-term success."
Russell Taylor commented:
"Scotland and Northern Ireland are important and growing markets for us. I'm delighted to take on this new role and look forward to working with customers, vendors and colleagues across the business to strengthen relationships, support local growth and help partners access the full range of capabilities available across the Group."
These appointments reflect Midwich's ongoing investment in the AV channel, ensuring customers and partners continue to benefit from specialist expertise, stronger regional support and access to the technologies and opportunities shaping the future of the industry.
