The Marketing Umbrella Podcast

Itamar Shafir
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The Marketing Umbrella Podcast, hosted by Kevin Prewett, is for marketing agency owners and digital marketing entrepreneurs. Itamar Shafir is CEO of Umbrella, a technology platform and brand that powers thousands of marketing agencies. On ”The Marketing Umbrella” podcast, Kevin interviews leading industry experts with proven business-building experience who will offer keen insight and practical advice. Tune in each week for a dynamic conversation about tried, tested, and fine-tuned ways to build and grow a marketing agency. For more information, go to https://www.umbrellaus.com/

  1. 115: Injecting AI Into Creativity with Pip Bingemann

    -2 ДН.

    115: Injecting AI Into Creativity with Pip Bingemann

    Most people think AI is here to replace creatives, automating the magic out of advertising and turning strategists into button-pushers. Pip Bingemann thinks differently.  As co-founder and CEO of Springboards, he's built an AI platform that does something completely different: it accelerates human creativity instead of replacing it. In this episode of The Marketing Umbrella Podcast, Pip shares the wild origin story of Springboards. How he and his wife, Amy Tucker, got laid off during the tech downturn, moved to a tiny beach town in Australia, and accidentally built a SaaS platform now used by over 250 agencies worldwide, including two of the ten biggest companies on the planet. What started as a freelance experiment teaching themselves to code became a full-blown mission to fight the biggest enemy of great work: mediocrity. Pip breaks down why the "click button, get ad" approach to AI is fundamentally broken, why he genuinely hates the term "marketing science," and what it's really like to balance a high-growth startup with two young kids and a dog. Whether you're a strategist wondering if your job is safe, an agency leader trying to figure out where AI fits, or just someone who still believes great ideas matter, this conversation will change how you think about the future of creativity.   Here are the key takeaways from the conversation:   AI should be a creative co-pilot, not a replacement. The best tools inject inspiration instead of automating everything. Stay flexible, even when you're sure you're right. Pip thought chat interfaces sucked, then ChatGPT got better. Being wrong is part of the game. Advertising is not a science. The obsession with instant performance and quarterly metrics is killing bold creative work. Build what frustrates you. Springboards was born from Pip's frustration with mediocre AI outputs. If you feel the pain, others do too. The hardest part isn't the tech. It's funding, hiring the right people, and keeping everyone aligned. Your network opens doors. Years of goodwill and relationships gave Pip and Amy early funding and credibility when they needed it most. A tool is only as good as who's using it. AI in the wrong hands produces garbage. Empowering the right people is what matters. Closing thought: "Let's just inject it into a current process to help people explore more ideas. If you can help them explore more ideas, you're going to get better work." Listen to the full conversation here: YouTube: https://www.youtube.com/@frintmedia Apple Podcast: https://podcasts.apple.com/us/podcast/the-marketing-umbrella-podcast/id1564111428 Spotify: https://open.spotify.com/show/4CoiR10nazd9zVIStLkcjk   Connect with Pip: LinkedIn: https://www.linkedin.com/in/pipbingemann/ Springboards: https://springboards.ai/ Please leave us an honest rating on Spotify, YouTube, or Apple Podcasts. To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com

    29 мин.
  2. 114: The Onus is On Us to Listen with Brendan Norman

    30 СЕНТ.

    114: The Onus is On Us to Listen with Brendan Norman

    What if the future of advertising isn’t about who you are, but what you’re thinking about right now? Brendan Norman has always been drawn to systems: how they work, where they break, and what others overlook. From being the first salesperson at Facebook Audience Network (where he helped scale the business to $3 billion) to leading Unity’s ad business through its IPO, Brendan’s career has been about asking better questions. Now, he’s tackling a different kind of challenge: building Classify, a privacy-first ad tech platform that doesn’t rely on personal data. Instead, it uses AI to understand the meaning behind content—and matches ads accordingly. In this episode of the Marketing Umbrella Podcast, Brendan explains how Classify emerged from his own frustration with traditional ad targeting. While trying to promote a niche ski guide service, he realized that existing tools couldn’t deliver ads with enough context. So he built something better. He also draws a surprising parallel between startup life and his namesake, St. Brendan, both navigating uncharted territory with curiosity and a strong sense of direction. Here are the key takeaways from the conversation: Context Beats Identity. Classify organizes content at scale, making it searchable and monetizable without relying on personal data. Simplicity Wins. Customer feedback shaped the product into something anyone can use. No jargon, no fluff. Fragmentation Is the Enemy. The ad tech ecosystem is bloated and inefficient. The future is in simplification and transparency. Vision Matters. Classify and organize content into an accurate “library of the world” in a privacy-safe way. AI Opens New Possibilities. With embeddings, vector databases, and scalable classification, advertisers can finally target in ways that align with human understanding of content.   Closing thought: “Our vision is to organize content and make it searchable and monetizable in a privacy-safe way. We want to be the accurate library of the world’s content.”   Listen to the full conversation here: YouTube: https://www.youtube.com/@frintmedia Apple Podcast: https://podcasts.apple.com/us/podcast/the-marketing-umbrella-podcast/id1564111428 Spotify: https://open.spotify.com/show/4CoiR10nazd9zVIStLkcjk   Connect with Brendan: LinkedIn: https://www.linkedin.com/in/brendannorman/  Classify LinkedIn: https://www.linkedin.com/company/classifyinc/  Website: https://www.tryclassify.com/  Please leave us an honest rating on Spotify, YouTube, or Apple Podcasts. To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com

    39 мин.
  3. 113: Proof in AI Attribution with Jeff Greenfield

    2 СЕНТ.

    113: Proof in AI Attribution with Jeff Greenfield

    What if 80% of your marketing budget is actually being wasted right now? Jeff Greenfield is an entrepreneur, advisor, and disruptor with three decades of marketing leadership under his belt. Today, he's the co-founder and CEO of Provalytics, a cookieless attribution solution that helps marketers prove the impact from upper funnel channels like CTV. Jeff didn't plan to get into measurement, but stumbled into it when he discovered a weight loss company was paying out five times for every new customer because all their partners claimed credit for the same sale. Jeff gets that measurement isn't just about crunching numbers, it's about solving real business headaches and getting finance teams to trust marketing investments. He built and scaled C3 Metrics, one of the first multi-touch attribution companies, and exited just before COVID hit. What makes Jeff different is his experience living through both the wild west days of early digital and today's privacy-focused world. This conversation digs into how the attribution landscape has shifted and why tools like Google Analytics are leaving marketers hanging. Jeff pushes back on the idea that digital marketing should be all about hyper-targeting and bottom-funnel optimization. Instead, he believes marketers have forgotten the basics: we're supposed to buy attention that builds awareness, not just chase clicks.   Here are the key takeaways from the conversation:   Most Marketing Budgets Are Massively Wasted. Companies are throwing away 80% of their dollars by obsessing over bottom-of-funnel activities and non-brand search terms. Attribution Got Way Faster. Jeff's approach can crunch through 12 months of data in under a week, versus the old 3-4 month wait. Agencies Need Analytics to Win Business. The winning pitch now spends more than half the time on advanced analytics instead of media management promises. Marketing Forgot Its Fundamentals. Modern marketers buy clicks when they should be buying attention that builds awareness and drives sales. Emotional Storytelling Still Wins. Hyper-targeting and benefit-focused ads miss the emotional stuff that actually builds brands over time. White-Label Solutions Help Agencies Grow. Attribution platforms work best when baked into agency offerings instead of being separate tools. Closing thought: "We invest dollars to buy attention, and that attention leads to awareness. When awareness is built up enough, people will walk into your store, and that eventually leads to clicks and sales." Listen to the full conversation here: YouTube: https://www.youtube.com/@frintmedia Apple Podcast: https://podcasts.apple.com/us/podcast/the-marketing-umbrella-podcast/id1564111428 Spotify: https://open.spotify.com/show/4CoiR10nazd9zVIStLkcjk   Connect with Jeff: LinkedIn: https://www.linkedin.com/in/jeffgreenfield/ Provalytics: https://provalytics.com/ Please leave us an honest rating on Spotify, YouTube, or Apple Podcasts. To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com

    34 мин.
  4. 112: Search is a Feature, Not a Destination with Mike Buckbee

    31 ИЮЛ.

    112: Search is a Feature, Not a Destination with Mike Buckbee

    How AI search engines are becoming your company's most popular and least trained sales reps! Michael Buckbee has spent nearly two decades working at the intersection of marketing and technology, building solutions for everyone from the U.S. Navy and Fortune 100 companies to YC startups, presidential candidates, and even rock bands. Today, he's the co-founder of Knowatoa, a service that tracks brand visibility, rankings, and sentiment within AI search platforms like ChatGPT, Perplexity, and Google Gemini. Mike sees things differently, shaped by his background in both cybersecurity and software development. Rather than chasing high-traffic, low-intent content that worked in traditional SEO, Mikel advocates for focusing on mid and bottom-funnel content that actually converts. He explains how search is evolving from a destination into a feature, something baked into every application we use, just like spell check. This conversation goes beyond just tracking AI search results. Mike challenges marketers to rethink their entire approach in a world where search journeys happen largely "below the surface" and traditional SEO metrics don't tell the whole story. His work with Knowatoa helps agencies and businesses understand not just where they rank, but whether AI systems can even access their content in the first place.   Here are the key takeaways from the conversation:   Search Is Becoming a Feature, Not a Destination. AI search is now built into applications like spell check, changing how users find information and requiring new marketing strategies. Focus on Mid and Bottom-Funnel Content. Traditional top-of-funnel SEO content is losing effectiveness; prioritize content that converts prospects into customers. Repetition Drives AI Search Rankings. Large language models build consensus through repetition, making strategic messaging more important than keyword optimization. Many Websites Are Invisible to AI Bots. Businesses often don't realize their sites are inaccessible to AI crawlers, causing complete exclusion from results. Search Journeys Happen "Below the Surface." Most AI search interactions are invisible to marketers, requiring new approaches to brand visibility. Content Strategy Must Evolve Beyond Traffic. Success comes from building authoritative, repetitive messaging across platforms rather than chasing high-traffic posts. Marketing Agencies Have an Expanded Role. Professionals must ensure AI bot accessibility and manage brand representation, creating more strategic opportunities.   As a closing thought, “AI search is already shaping how people talk about your company. You just can’t see it yet. But once you do, you can start shaping it back.” Listen to the full conversation here: YouTube: https://www.youtube.com/@frintmedia Apple Podcast: https://podcasts.apple.com/us/podcast/the-marketing-umbrella-podcast/id1564111428 Spotify: https://open.spotify.com/show/4CoiR10nazd9zVIStLkcjk   Connect with Mikel: LinkedIn: https://www.linkedin.com/in/michaelbuckbee/  Knowatoa: https://knowatoa.com/  Bluesky: https://bsky.app/profile/buckbee.bsky.social Please leave us an honest rating on Spotify, YouTube, or Apple Podcasts. To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com

    33 мин.
  5. 111: Strategic Direction in Marketing with Alex M H Smith

    30 ИЮН.

    111: Strategic Direction in Marketing with Alex M H Smith

    What if 90% of what businesses call "strategy" is actually just expensive to-do lists? Alex M.H. Smith didn't set out to become a strategist, and definitely didn't take the traditional path to get there. In fact, he started his strategy consultancy before ever reading a single book on the subject. What he did have was curiosity, a knack for pattern-spotting, and a frustration with how often businesses skip over real thinking in favor of surface-level tactics. In this episode of the Marketing Umbrella Podcast, Alex shares how his outsider perspective led him to discover the universal patterns that drive the world's most successful companies, without ever reading a strategy book. He breaks down why businesses like Tesla, Lush, and Monster thrived without traditional advertising, and how any company can build something so compelling that customers can't help but notice. Alex also talked about the difference between doing strategy and just calling things strategy. He shares how small agencies, founder-led companies, and even big brands often run on autopilot, making choices without realizing they even had options. He also gets into what makes a company truly compelling, why bravery is underrated, and how being interesting at the core beats clever marketing any day.   Here are the key takeaways from the conversation:  Accidental Expertise Beats Academic Theory. Sometimes the best insights come from NOT knowing the "right" way to do things. Fresh eyes can spot patterns that experts miss. Strategy Increases Risk, Not Reduces It. The opposite of strategy isn't failure, it's mediocrity. Playing it safe keeps you small; swinging for the fences creates both massive success and massive failure potential. Strategy Is One Thing, Not Ten. Real strategy is the single mother insight that determines how you'll create unique value in the market. Don't Outsource Clarity. If your business can’t stand on its own without clever messaging, your foundation might be shaky. Observe Before You Read. Strategy isn’t invented—it’s discovered. Alex found his path by watching what worked in the real world. Simplify the Stack. One core insight should inform all your actions, not the other way around. Marketing ≠ Strategy. Ads might attract attention, but strategy determines whether that attention leads anywhere meaningful. As a closing thought, "Strategy means creating something so wildly different that your competition becomes completely irrelevant.”   Listen to the full conversation here: YouTube: https://www.youtube.com/@umbrellamicroenterprises  Apple Podcast: https://podcasts.apple.com/us/podcast/the-marketing-umbrella-podcast/id1564111428 Spotify: https://open.spotify.com/show/4CoiR10nazd9zVIStLkcjk   Connect with Alex: LinkedIn: https://www.linkedin.com/in/alex-m-h-smith  Basic Arts: basicarts.org      Please leave us an honest rating on Spotify, YouTube, or Apple Podcasts. To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com

    41 мин.
  6. 110: How to Build Trust with AI with Gaurav Bhattacharya

    30 МАЯ

    110: How to Build Trust with AI with Gaurav Bhattacharya

    Gaurav Bhattacharya, known to most as “G,” has spent his life building from the ground up. Raised by a single mom in New Delhi and teaching himself to code at age 10, Gaurav has followed a path shaped by resilience, curiosity, and a deep belief in solving real problems with technology. With over 14 years of experience across product, sales, recruiting, and machine learning, he’s built and sold multiple startups—including Involve.ai, a customer success platform that scaled to over 500 companies and 1.1 million users globally. Now the CEO of Jeeva.ai, G leads a team on a mission to automate the manual, repetitive work that slows down sales teams. In this episode of the Marketing Umbrella Podcast, we dive into the strategy behind Jeeva’s explosive growth from 0 to $5M ARR in just six months, all without a dollar spent on marketing. Gaurav breaks down how Jeeva uses AI to find and enrich leads, personalize outreach, and handle top-of-funnel execution so reps can focus on what actually moves deals forward. But this conversation goes deeper than tech. Gaurav shares lessons from bootstrapping, losing momentum, rebuilding from scratch, and why trust, not just innovation, is the backbone of every company he’s built. He talks about the importance of integrity with investors, what makes tools actually stick with users, and his belief that the future belongs to full-stack salespeople empowered by AI. Whether you're a founder, agency leader, or just trying to scale smarter, this episode is packed with real-world insight from someone who’s building the future of sales in real time. Key Takeaways: AI Should Augment, Not Replace Human Connection. Technology can streamline processes, but trust and relationship-building still require a human touch. People buy from people they trust, not from bots. Automate the repetitive. Most time-consuming tasks in sales and marketing can be automated. Freeing up humans for high-impact work is the goal. Use tools that fit your workflow. Simplicity drives adoption. Build with integrity. The way you treat investors, partners, and teammates matters long-term. AI Is a Tool, Not a Strategy. Adopting AI because it’s trendy won’t drive results. Applying it to specific, measurable bottlenecks delivers real ROI. Create Value First, Then Earn Attention. Offering real utility up front, whether through free tools, trials, or helpful content, builds credibility faster than ads or cold emails. Full-Stack Sales Are Coming. Just like engineering, sales is going full-stack. AI will collapse bloated sales orgs, empowering fewer reps to do more, from prospecting to nurturing. The Future Belongs to the AI-Enabled. AI won’t replace your job—but someone who knows how to use it might. Learning how to use automation tools well is quickly becoming a non-negotiable skill. As a closing thought: “In a world racing toward automation, the advantage goes to those who move fast, stay human, and build with trust.” Listen to the full conversation here: YouTube: https://www.youtube.com/@frintmedia Apple Podcast: https://podcasts.apple.com/us/podcast/the-marketing-umbrella-podcast/id1564111428 Spotify: https://open.spotify.com/show/4CoiR10nazd9zVIStLkcjk   Connect with Gaurav: LinkedIn: https://www.linkedin.com/in/bhattacharyagaurav/  Website: https://www.Jeeva.ai/     Please leave us an honest rating on Spotify, YouTube, or Apple Podcasts. To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com

    45 мин.
  7. 109: Counting Sheep to Marketing Virality with Peter Freedman

    2 МАЯ

    109: Counting Sheep to Marketing Virality with Peter Freedman

    The Power of Weird: How Calm Used Quirky PR to Go Mainstream Before Calm became one of the most recognizable wellness apps in the world, it was a nine-person startup in a tiny San Francisco apartment with a big problem: no one knew it existed. That’s when they brought in Peter Freedman, founder of Thinking of Think, a creative PR and guerrilla marketing firm known for turning offbeat ideas into global attention. In this episode of the Marketing Umbrella Podcast, we sit down with Peter to unpack the viral campaigns that helped Calm stand out in a crowded market. From an AI-generated Brothers Grimm fairy tale to an eight-hour film of sheep standing in a field, Peter shares how calculated weirdness—and a lot of heart—became Calm’s secret weapon. Peter also breaks down his 10 Golden Rules of PR and guerrilla marketing, explains why humor builds trust faster than a press release ever could, and makes the case that playing it safe is now the riskiest strategy of all. Whether you're building a brand from scratch or looking to reboot your messaging, this conversation will challenge the way you think about attention, emotion, and what it really takes to stand out today. Key Takeaways: Weird Wins Attention. In a crowded market, quirky, unexpected ideas can be more powerful than polished ones. “Weirdness and celebrities” are the two things that still get media attention, but weirdness is cheaper, repeatable, and limitless. Rolling Thunder Beats One Big Bang. Consistent, creative content outperforms one-off stunts. Emotion Drives Sharing. People share what makes them feel something—especially humor and joy. Not All PR Is Created Equal. There are two kinds of PR.  Traditional PR: Product-focused, informative, and effective for launches—but risks becoming stale. Quirky/Guerrilla PR: Creative, ongoing, shareable, and ideal for staying top-of-mind post-launch. The main barrier is fear, not fit. Brands that embrace this creativity early tend to be perceived as cool, approachable, and human. Risk Is Relative. In today’s noisy world, playing it safe is the real gamble. Delight Builds Loyalty. People remember how a brand made them feel. Entertainment creates lasting impressions. Peter reminds us that standout marketing doesn’t always require a big budget, just bold ideas, emotional resonance, and a willingness to break the mold. In a world overloaded with noise, the brands that dare to be different are the ones we remember. As a closing thought: “The best ideas don’t blend in. They break through. Quirky marketing works because it dares to be memorable in a world that forgets fast.” Listen to the full conversation here: YouTube: https://www.youtube.com/@frintmedia Apple Podcast: https://podcasts.apple.com/us/podcast/the-marketing-umbrella-podcast/id1564111428 Spotify: https://open.spotify.com/show/4CoiR10nazd9zVIStLkcjk   Connect with Peter: LinkedIn: https://www.linkedin.com/in/peterfreedman1/  Website: https://www.think-inc.co.uk/    Please leave us an honest rating on Spotify, YouTube, or Apple Podcasts. To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com

    43 мин.
  8. 108: Counterintelligence and Pattern-Recognition in Marketing with Bill Rice

    11 АПР.

    108: Counterintelligence and Pattern-Recognition in Marketing with Bill Rice

    What Do Counterintelligence and Marketing Have in Common? More Than You Might Think. Just ask Bill Rice. Before he was helping fintech and SaaS companies drive predictable growth through inbound marketing, Bill was in the U.S. Air Force running counterintelligence and information warfare operations. His journey from espionage to entrepreneurship isn’t just unusual—it’s the foundation of his marketing philosophy. In this episode of the Marketing Umbrella Podcast, Bill talks about how a career built on analyzing threats and identifying patterns now fuels his work as the founder and CRO of Kaleidico. Bill shares how his military background shaped his leadership style, why pattern recognition is the underrated backbone of good marketing, and how predictive AI is making it easier and more dangerous to get marketing wrong. Bill also discusses how Kaleidico started as an internal lead management system before pivoting into a full-fledged marketing system, and why lead quality—not just quantity—is essential for sustainable sales success. The conversation explores how to generate leads in tough markets, the evolution of PPC, and how voice technology and mobile behavior are reshaping marketing strategy. Key Takeaways:  Lead Like a Soldier. Building and leading with the team you’re given teaches resourcefulness and resilience. Pattern Recognition Powers Strategy. Skills from counterintelligence translate directly into behavior-driven marketing insights. AI Isn't a Shortcut—It's a Co-Pilot. Use AI for efficiency, not as a replacement for strategic thinking or human creativity. Quality Over Quantity. Marketing success depends on lead validation, predictive scoring, and smart distribution. Back to Basics. Despite new tech, timeless marketing fundamentals—message, timing, targeting—still reign. Invest in Downturns. Uncertain markets are prime time to double down on value-based, trust-building marketing.  Future-Proofing Marketing. Expect more conversational marketing, voice integration, and device-less computing to shape the future landscape. Bill reminds us that while tools and platforms change, the human element—authenticity, creativity, and connection—remains central. As a closing thought: “Marketing is simple at its core: know your audience, speak their language, and earn their trust. Everything else is just noise.” Listen to the full conversation here: YouTube: https://www.youtube.com/@frintmedia Apple Podcast: https://podcasts.apple.com/us/podcast/the-marketing-umbrella-podcast/id1564111428 Spotify: https://open.spotify.com/show/4CoiR10nazd9zVIStLkcjk   Connect with Bill: LinkedIn: https://www.linkedin.com/in/billrice/  Website: https://billricestrategy.com/  Kaleidico’s Website: https://kaleidico.com/  Instagram: https://www.instagram.com/billrice/    Please leave us an honest rating on Spotify, YouTube, or Apple Podcasts. To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com

    36 мин.
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The Marketing Umbrella Podcast, hosted by Kevin Prewett, is for marketing agency owners and digital marketing entrepreneurs. Itamar Shafir is CEO of Umbrella, a technology platform and brand that powers thousands of marketing agencies. On ”The Marketing Umbrella” podcast, Kevin interviews leading industry experts with proven business-building experience who will offer keen insight and practical advice. Tune in each week for a dynamic conversation about tried, tested, and fine-tuned ways to build and grow a marketing agency. For more information, go to https://www.umbrellaus.com/

Информация

  • Автор
    Itamar Shafir
  • Годы выхода
    2021 - 2025
  • Выпуски
    100
  • Ограничения
    С ненормативной лексикой
  • Авторские права
    © Itamar Shafir
  • Сайт подкаста
    The Marketing Umbrella Podcast