Wherever you go, go with all your heart.

Tamara McLellan

You can reach Tamara at This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Why are you passionate about New Media?

New Media is about the consumer. It's about creating conversations with customers, having an equal two-way communication stream. It's about getting consumers to rally together to create something bigger than themselves. It's interactive, and creative.

To look for new, innovative and exciting ways to create conversations with your clintele is to evolve with the world that we're living in now! Our consumers are getting smarter, more savvy and resourceful. They're also weary - of you, your product and your sales pitch. We need to have products that we're passionate about, that we know are going to truly solve a customers problem, and than we need to gain their trust and communicate the message of how we are going to help them. With new media, you can take an ordinary product and create something extraordinary! It's amazing.

My favourite case study: the Kleenex "It's time to let it out" Campaign. They've taken a product that is utterly boring and means nothing and created a story around it. There are tons of online interactive elements that allow someone to create a relationship with the Kleenex brand:

- A movie: Let It Out: The Movie.
- A Design your own Kleenex box interactive element.
- Experience the Release, which is designed for sharing yourself with total strangers on the Internet, whether you're laughing, crying, loving, singing, blowing, or screaming.

At the end of the day, it's Kleenex, an ordinary product. They've created an extraordinary message.

New Media isn't about screaming the loudest and hoping people hear your messages. It's creating a relationship. I'm a relationship person. That's why I'm passionate about New Media.

Where do you pull inspiration from?

Being awake to the brilliant campaigns that already exist out there. Books. My team's brilliance...we build off of each other.

What book is on your nightstand?

Yes We Did by the creators of the brilliant Obama New Media Campaign.

What do you wear on Casual Fridays?

Casual attire of course.

Most memorable Brilliant Room Moment?

Probably our "More Purple Cowbell" quarterly meeting. Or, the first meeting where we presented our new website model to a client. Seeing a clients eyes brighten with acknowledgment that we understand who they're talking to and how we need to talk to them...always an "Aha!" moment.

Mantra to live by.

Whereever you go, go with all your heart.

Whom do you admire?

My family. Amazing parents and four older siblings whom continually find ways to make me feel damn lucky to have them.

My sisters dog, Dutchess. She reminds me of how simple a truly meaningful life can be!

Nelson Mandela and the Elders.

John Wood and the Room to Read organization. A speech he did at a CMA Conference I attended in 2006 literally changed my life.