“Formulaic approaches may get CFO approval but will not lead to growth,” Freeman says of the need for risk taking. (Zambezi)
By
Tim Nudd
Jean Freeman is CEO of indie agency Zambezi and co-founder, with Cornett’s Christy Hiler, of Own It, an industry group dedicated to supporting women-owned agencies and their leaders. Over two decades, Freeman, who was recognized by Ad Age Leading Women in 2025, has helped grow Zambezi from a boutique creative shop into an integrated business spanning creative, media and production.
Zambezi’s recent campaigns include “It’s Time to Get Honest” for The Honest Company, a 17-minute brand film for TaylorMade’s new Qi4D driver and Anna Kendrick-fronted work for LPL Financial. Just this week, Zambezi’s production arm, Fin Studios, announced its first-ever talent roster of directors, editors, effects specialists and more.
We spoke with Freeman for our 10 Questions series about recent work she’s admired, why it’s important to embrace risk and how connected creative and media need to be to get the best results.
Jean, tell us … your first job in advertising and your current job.
I started out as assistant account executive at Fallon Minneapolis, working with some of the best people in the business. It wasn’t until years later that I really understood the level of talent I was surrounded by.
Currently principal and CEO at Zambezi.
An ad or campaign that inspired you coming up in the business.
I was working on United Airlines at Fallon during the 9/11 attacks. The experience still makes me emotional. We were sleeping at the office, trying to figure out the most appropriate response. What United ultimately did represents the power of advertising to convey hope during an unbelievable tragedy. Greg Hahn wrote a powerful print piece for United called “Monday.” We followed with a 9/11 response campaign that showcased the heart and soul of United—its people—directed by Errol Morris.
The last ad that made you jealous.
Nike’s “So Win.” After a 27-year break, they returned to the Super Bowl with a focus on their women athletes. The insight is so spot on—“You can’t win. So win” captures the reality of how so many women feel on and off the field—and they showcased this feeling on the biggest stage. It made me feel proud and jealous at the same time.
Nike – So Win – 60s
A recent project you’re proud of.
Our team recently launched “It’s Time to Get Honest” for The Honest Company. We took a bold approach for their flushable wipes to shatter common taboos for women, specifically when it comes to talking openly about poop, periods and overall vaginal health. The problem is that women are taught to shrink or hide their bodily functions, but are having these conversations openly with each other, just not with brands. So rather than lean on jokes or euphemisms, we brought the conversation front and center. The Toilet Paper is one of the best parts—it’s an actual 16-page broadsheet newspaper that sources real women’s stories, and is the only toilet paper you should be using.
The Honest Company – It’s Time to Get Honest – 30s
The hardest part of your job.
Being an entrepreneur. It’s not for the faint of heart—20% of businesses fail in their first year, and over 50% don’t make it five years. Given that, I am extremely proud to celebrate our 20th anniversary this year and to be increasing the impact of Own It with Christy Hiler. Our goal is to support the growth of more women-owned agencies by sharing knowledge and resources required to succeed. I wish I had this community when I was starting out, so I decided to create it.
The most fun part of your job.
The people. Everything we do comes down to the people you do it with. I think we all stay in this business because of our clients and teammates. I’m incredibly grateful that over 50% of our staff have been with Zambezi for more than five years, and what’s so special about that is watching people enjoy their work and their lives, buying a house, moving, getting married, having kids and watching them grow. Seeing Zambezi as part of their larger life stories is exciting and rewarding.
One thing that can make anyone a better marketer.
Trying new things is mandatory. Embrace your version of risk tolerance. Formulaic approaches may get CFO approval but will not lead to growth.
What most brands still don’t understand about creativity.
How connected creative and media need to be for maximum impact. It pains me to see below-average creative in a premium ad space.
Something people might not know about you.
I was a three-sport NCAA athlete. I also wore an eyepatch as a kid. I had one weaker eye, so they patched the “good” eye to strengthen it. My kindergarten photos are something—I was a head taller than the other kids with a proper eyepatch, but still smiling proudly. Funnily enough, there don’t seem to be too many other family photos from that time period.
Where advertising is headed next.
It’s no secret that independent agencies are going to lead the way. I’ve long said that there has never been a better time to be an independent agency than now. Record numbers are launching for a reason: brands want to work with partners unafraid to take creative risks and can stay nimble at scale. The future is bright.
Read the full article HERE.