VaynerX has launched Tamara Group, its third agency, with debut clients including Ulta Beauty, Mrs. Meyer’s Clean Day, method, and PetSmart. Named in honor of VaynerX Chairman Gary Vaynerchuk’s mother, the full-service social-first agency is designed to help brands build cultural relevance in the modern attention economy.
Tamara Group draws on talent from publishers, advertising agencies, and the fashion and beauty sectors. The agency combines editorial DNA with capabilities in creative strategy, social content, influencer campaigns, and event activations. Ryan Harwood, who also serves as CEO of VaynerX’s publishing arm Gallery Media Group, leads the new agency.
The launch comes as brands face mounting pressure to connect with audiences across an increasingly fragmented media landscape. Tamara Group positions itself at the intersection of media instincts and agency execution, with a stated focus on speed, relevance, and social-first storytelling.
KEY QUOTES:
“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.”
Kelly Mahoney, Chief Marketing Officer, Ulta Beauty
“Launching this agency is deeply personal for me. It’s a direct tribute to my mom who empowered me and built the foundation of who I am today. As the third agency in the VaynerX ecosystem, her name fittingly serves as our exact blueprint: The Attention, Media, And Relevance Agency.”
Gary Vaynerchuk, Chairman, VaynerX
“With the official launch of Tamara Group, we are setting out to build modern brands and unlock true relevance. We’re on a growth trajectory, and I’m honored to be leading this team that brings such rich expertise in social, creative, media, and strategy.”
Ryan Harwood, CEO, Tamara Group
