THINKING LIKE A CREATOR with BBC Studios, Amelia Dimoldenberg, Kiell Smith-Bynoe

Jul 3, 2025

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Welcome to a special edition of The Media Odyssey Podcast from the buzzing beachfront of Cannes Lions! Hosts Marion Ranchet and Evan Shapiro explore the collision of traditional media, streaming giants, and the creator economy in an environment buzzing with brand activations and bold narratives. With viewership migrating to digital but ad dollars lagging behind, the episode dives into how media organizations are rethinking measurement, monetization, and storytelling.

They’re joined by three influential voices leading that transformation: Jasmine Dawson, SVP Digital at BBC Studios; Kiell Smith-Bynoe, actor on Ghosts and digital-native performer; and Amelia Dimoldenberg, creator of Chicken Shop Date and founder of Dimz Inc. Each brings a unique perspective on how legacy brands, emerging talent, and creator-first studios are navigating the fast-changing content and advertising landscape.

It’s a candid, energetic discussion about creator influence, IP ownership, and the evolving rules of engagement across platforms.

Key Takeaways:

1. Fandom is the KPI That Matters
BBC Studios has redefined success around fandom, not just views—focusing on watch time, user-generated content (UGC), sentiment, and engagement to drive deeper audience value and commercial return.

2. Thinking Like a Creator Drives Growth
With hits like Bluey, BBC Studios is behaving more like a creator: producing platform-native content, partnering with creators, and customizing formats across YouTube, TikTok, and TV—resulting in a 110% YoY revenue jump.

3. Owning IP is a Power Move
Amelia Dimoldenberg built Chicken Shop Date independently after being rejected by broadcasters. By keeping full control of her brand and monetizing separately, she turned it into a cultural touchstone and launched her own production company.

4. Creators Aren’t Just Influencers—They’re Partners
BBC Studios’ Talent Works program reflects a shift from hiring creators as ad vehicles to co-creating content with them. This partnership model fuels authentic storytelling and long-term brand growth.

5. The Creator Economy Is Equal (or Superior) to Traditional TV
Whether it's Chicken Shop Date, improv tours, or digital-first IP expansions, creators are proving their work is just as professional, strategic, and impactful as broadcast content—often with more cultural relevance and flexibility.

Thank you Jasmine Dawson for joining the pod!

LinkedIn: https://www.linkedin.com/in/jasminesdawson/?originalSubdomain=uk

Thank you Kiell Smith-Bynoe for joining the pod!

Thank you Amelia Dimoldenberg for joining the pod!

https://www.youtube.com/@AmeliaDimoldenberg

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:

Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/

Marion Ranchet - https://www.linkedin.com/in/marionranchet/

Newsletters:

Marion Ranchet - https://marionranchet.substack.com/

Evan Shapiro - https://eshap.substack.com/

(00:00) - Introduction and Welcome
(00:31) - First Impressions of Cannes Lions
(01:04) - The Significance of Major Activations
(02:27) - The Streaming Ecosystem and Advertising
(04:12) - The Creator Economy and Big Brands
(06:31) - BBC Studios' Approach to Content Creation
(07:05) - Interview with Yasmin Docent from BBC Studios
(10:59) - Bluey's Success and Future Plans
(12:45) - The Importance of Fandom Metrics
(21:01) - Talent Works and Creator Collaborations
(22:04) - Interview with Kayel Smith Bino
(22:45) - Discovering the Festival Vibe
(23:21) - Snapchat Party Highlights
(23:49) - From BBC Projects to Global Hits
(24:36) - Navigating TV and Digital Worlds
(26:29) - Advice for Aspiring Creators
(26:55) - Improv Comedy and Future Projects
(28:27) - The Journey of Chicken Shop Date
(33:53) - Building a Brand and Production Company
(38:41) - Debunking Myths About Creators
(39:43) - Closing Remarks and Farewell