VaynerX Launches Tamara Group to Redefine Modern Marketing
VaynerX has officially introduced Tamara Group, a new-age agency built to help brands thrive in today’s fast-moving attention economy. Positioned as The Attention, Media, and Relevance Agency, Tamara Group debuts with an impressive client roster, including Ulta Beauty, Mrs. Meyer’s Clean Day, method, and PetSmart.
Designed to deliver modern, integrated agency services, Tamara Group aims to help brands stay culturally relevant while navigating the ever-evolving digital landscape. The agency blends creative storytelling, media expertise, and data-driven strategy to create impactful brand experiences.
The name “Tamara” holds personal significance. It honors VaynerX Chairman Gary Vaynerchuk’s mother, symbolizing the foundation and inspiration behind the company’s next chapter. As the newest addition to the VaynerX ecosystem, the agency represents a strategic evolution—bringing together top-tier talent from publishing, advertising, fashion, and beauty industries under one roof.
With deep roots in editorial and publishing, Tamara Group leverages its “publisher DNA” to craft compelling narratives and culturally relevant campaigns. Its capabilities span creative strategy, social content, influencer marketing, and event activations—ensuring brands can connect with audiences at the speed of modern media.
This hybrid approach—combining media instincts with agency execution—has already fueled new business wins and strengthened partnerships with long-standing clients.
Kelly Mahoney, Chief Marketing Officer at Ulta Beauty, emphasized the agency’s impact, stating that modern marketing demands a balance of creativity and precision. She noted that Tamara Group’s social-first, relevance-driven approach enables more authentic and meaningful engagement with audiences.
Gary Vaynerchuk described the launch as both a professional milestone and a personal tribute. He highlighted that the agency reflects the core principles of attention, media, and relevance—values that continue to shape the VaynerX vision.
Leading the new venture is Ryan Harwood, who serves as CEO of Tamara Group while also continuing his role as CEO of Gallery Media Group. Under his leadership, the agency is focused on accelerating growth and redefining how brands achieve cultural relevance.
Harwood shared that the mission is to bridge the gap between publishing insights and agency execution, setting a new benchmark for building modern brands in a social-first world.
