VaynerX Launches Tamara Group to Redefine Attention, Media, and Brand Relevance
VaynerX has officially announced the launch of Tamara Group, a next-generation 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.
A New Agency Built for the Attention Economy
Tamara Group is designed to deliver modern, integrated marketing services that enable brands to capture and sustain consumer attention. As digital platforms continue to evolve, the agency focuses on helping businesses stay culturally relevant while navigating the complexities of real-time engagement.
The agency is named in honor of Gary Vaynerchuk’s mother, Tamara, symbolizing both a personal tribute and a strategic evolution within the VaynerX ecosystem. As the third agency under VaynerX, Tamara Group represents a forward-thinking approach to marketing and brand storytelling.
Combining Publisher DNA with Agency Expertise
Tamara Group brings together top talent from publishing, advertising, fashion, and beauty industries. Leveraging strong editorial roots, the agency blends creative strategy with execution across:
- Social media content
- Influencer marketing campaigns
- Brand storytelling and creative strategy
- Experiential and event activations
By merging media instincts with high-performance marketing execution, Tamara Group empowers brands to build cultural relevance at the speed of modern content consumption.
Driving Growth Through Strategic Partnerships
This unique combination of publishing insight and agency capabilities has already led to new business wins and expanded relationships with existing clients. Brands partnering with Tamara Group benefit from a social-first, relevance-driven approach that enhances engagement and builds authentic connections.
Kelly Mahoney, Chief Marketing Officer at Ulta Beauty, emphasized the agency’s impact:
“Modern marketing requires the right balance of bold creativity and data-driven precision to build meaningful connections with guests. Tamara Group’s relevance-focused and social-first approach helps us engage our communities in ways that feel more personal, meaningful, and authentic.”
A Personal Vision Turned Industry Innovation
Gary Vaynerchuk highlighted the personal significance behind the launch:
“Launching this agency is deeply personal for me. It’s a tribute to my mom, who shaped who I am today. As part of the VaynerX ecosystem, Tamara Group reflects our blueprint: attention, media, and relevance.”
Leadership and Future Vision
Tamara Group is led by Ryan Harwood, who also serves as CEO of Gallery Media Group. Under his leadership, the agency aims to redefine how brands connect with audiences in a social-first world.
Harwood stated:
“With Tamara Group, we are building modern brands and unlocking true relevance. Our mission is to bridge the gap between publishing instincts and agency execution, setting a new standard for marketing success.”
Final Thoughts
The launch of Tamara Group marks a significant milestone in the evolution of modern marketing agencies. By combining creativity, data, and cultural awareness, VaynerX is positioning the new agency as a key player in helping brands win attention and stay relevant in an increasingly competitive digital landscape.
