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Wiliam Gruffydd Edwards named head of production at Welsh factual label Wildflame

Former Boomerang executive Wiliam Gruffydd Edwards has been appointed head of production at Welsh factual indie Wildflame Productions, in one of several senior hires and promotions at the company.

Wiliam Gruffydd Edwards

Edwards is tasked with heading up Wildflame’s growing slate of productions, as well as overseeing company operations, supporting and developing the label’s growing team and leading on inclusion and company welfare.

He joins from Outline Productions, where he was production executive, managing output and business operations in South Wales and London.

Prior to that, Edwards served as head of production at Boomerang, working across factual, factual entertainment, sports and sports entertainment programming.

He has also worked as head of production at both Wild Dream Films and Atlantic Productions, plus held in-house roles at the BBC.

Edwards’ production credits include programming such as Sarah Beeny’s New Life in the Country (Channel 4), Michel Roux Provence Masterclass (Discovery/Food) and Big Zuu’s Big Eats (UKTV).

Paul Islwyn Thomas, CEO, Wildflame Productions, said: “We are at a very exciting stage in our development. Wildflame has a huge amount of interest from the US, more productions than ever in the UK and a wealth of interest from distributors.

“In order to fulfil this potential, we recognise the need to further strengthen our senior team, so are delighted to welcome Wil and announce a range of other moves.”

Edwards said: “I’m thrilled to be joining Wildflame at this stage of the company’s journey and look forward to working with Paul and the wider team on the exciting projects being planned for the future.”

Working alongside Edwards, Rebecca Merry has been promoted to production manager. She has worked at Wildflame since 2021, most recently in the position of senior production co-ordinator.

Meanwhile, Catrin Mair Jones has been appointed to the role of executive producer, heading up Wildflame’s Welsh-language output whilst also working across a broad range of UK commissions.

Having started her career in the BBC, Jones has produced programmes for all the main UK channels and has worked previously with Endemol Shine and Raw TV.

Also promoted is Manon Alice Thomas, who has been upped from production co-ordinator to the role of senior production co-ordinator and executive assistant.

Wildflame has produced content such as Amy Dowden’s Dare to Dance (BBC One), Sex, Me & Disability (S4C) and Secrets of the Celtic Grave (Smithsonian Channel, S4C, Discovery).

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