VaynerX is expanding its marketing services portfolio with a new agency brand focused on the attention economy. The holding company, founded by entrepreneur Gary Vaynerchuk, has long viewed social and word-of-mouth media as essential for modern marketers. The newly formed Tamara Group aims to respond to the growing pressure on CMOs to produce more content at a faster pace to fit an increasingly algorithm-driven online ecosystem dominated by platforms like YouTube and TikTok.

"Even five years ago, content volume was the scariest thing for CMOs," said Ryan Harwood, who also serves as CEO of Tamara Group and continues to lead VaynerX's publishing division, Gallery Media Group. "Now they realize that to reach different audiences, content volume has become a new form of quality and quantity." Harwood also noted that traditional agencies might allocate 80% of their workforce to strategy and creative and 20% to production, while Tamara Group aims to flip that ratio.

The name Tamara Group carries a dual meaning: it is both a tribute to Vaynerchuk's mother and an acronym for "The Attention, Media, And Relevance Agency." The agency was officially unveiled on Monday at the Possible conference in Miami, Florida. Ulta Beauty, Mrs. Meyer's Clean Day, Hisense, Method, and PetSmart are among its first clients.

According to Harwood, about half of the client list consists of new business, while the other half comes from existing VaynerX clients. Existing clients moving to Tamara Group, such as Ulta Beauty, Method, and PetSmart, have either significantly expanded the scope of their partnerships or are seeking to leverage the agency's more specialized expertise. Additionally, Tamara Group will play a key role in VaynerX's activities at the Cannes Lions International Festival of Creativity in June.

This is the third agency brand under VaynerX, following VaynerMedia and the communications division ChukMedia, with talent drawn from across the holding company, totaling nearly 100 employees. Tamara Group blends publishing expertise—Harwood brought the women's lifestyle site PureWow into VaynerX in 2017 and founded Gallery Media Group—with more traditional agency services, including creative strategy, social content, influencer marketing, and event planning.

"I wanted to pull some of the best talent from Gallery and Vayner, while also hiring externally to fill areas I thought could be strengthened, to build the agency we envisioned," Harwood said.

Despite its broad scope, Harwood emphasizes that Tamara Group's core focus is on content creators. Traditional agencies might divide team responsibilities as 80% strategy and creative and 20% production, but Tamara Group aims to reverse that logic. "We are a production-first company, but we also do creative strategy, media, influencer, and experiential marketing," Harwood said. "We want the majority of people to always be in production mode, and that's where we want client budgets to flow."

Maintaining a social-first edge

Tamara Group launches at a time when other agencies are also restructuring their production divisions to respond to social- and creator-first marketing demands, clients with tighter budgets, and the rise of generative AI—which has further fueled content saturation.

WPP consolidated its production agencies, including Hogarth, into a single division in January as part of an overall transformation strategy based on four core service areas. Omnicom took a similar step two years ago. But Harwood explains that while other agencies are undergoing consolidation, Tamara Group helps more clearly define what VaynerX can offer brands.

"This isn't about replacing anything," Harwood said. "If anything, we are clearer at the VaynerX level than ever before—we now have three full-service agencies and a media publishing company, and everyone knows their role."

Harwood declined to disclose specific revenue targets for Tamara Group in 2026, but noted that given the agency's recent launch, things are "still evolving." In the social-first content space, VaynerX was an early entrant, and there is no shortage of brands investing in this area. As other agencies become more specialized in this field, Harwood still believes the group holds an advantage because its employees and founder are true practitioners of social media (Vaynerchuk himself is also a prolific content creator beyond the agency business). To differentiate, Tamara Group will also explore services tied to Vaynerchuk's personal interests, such as helping brands develop collectibles strategies, as well as generation optimization and answer engine optimization adapted to the generative AI era.

"In social, competition is absolutely fiercer than ever," Harwood said. "I still believe that a relentless commitment to craft will keep us ahead."