Zambezi is Launching a New Division to Help Brands Understand Female Consumers

Zambezi X is already working with Nike

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If you’re a marketer looking for a traditional focus group or a by-the-numbers research report, Zambezi X may not be a fit for you.

The new division, headed by a trio of senior-level female executives at the Culver City-based indie agency, would rather “cultivate a collective and get real truths from conversations,” said Dawn Thomas, one of its principals and Zambezi’s recently hired head of culture, strategy and content innovation.

“We won’t use a clinical-based process because culture doesn’t move like that,” she said, “and authentic, successful brands don’t move like that either.”

Thomas joins Kristina Jenkins, the agency’s chief strategy officer, and its CEO Jean Freeman in creating the group expressly to help brands reach women, filling a void they had noticed in the market and responding to demand from clients.

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