Wildflame Creative Director, Llinos Griffin-Williams, becomes S4C CCO

Mar 7, 2022

S4C hires Llinos Griffin-Williams as content chief to push Welsh-language broadcaster onto the global stage.

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S4C has appointed Wildflame’s Llinos Griffin-Williams as Chief Content officer as it bids to become more visible in the global market.

In the newly-created role, reporting to chief exec Sian Doyle, Griffin-Williams will forge domestic and international partnerships to support the Welsh-language broadcaster’s commissions, as well as offer the global market a Welsh perspective on the world.

Griffin-Williams said she is looking forward to “creating engaging original content, dynamic partnerships, and challenging preconceptions.”

As well as having the ability to “sell twice” domestically – in both the English and Welsh languages – she considers there is an opportunity for greater collaboration with international players. “It’s about having the will to forge and believe in partnerships – great content sells whatever language it’s in” she added.

Llinos has worked at the Cardiff-based Wildflame since 2018, rising to creative director and exec producing shows including Michael Ball’s Wonderful Wales for Channel 5, and Amy Dowden’s Dare to Dance for BBC Wales and BBC1. Wildflame was named the winner of Broadcast’s Best Places to Work late last month.

Wildflame chief executive Paul Islwyn Thomas credited her for “transforming” the company’s relationships with global streaming services, having helped land the indie’s first Discovery+ Yellowstone Supervolcano: American Doomsday.

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