Our capabilities

Our leadership

Darren Horwitz

Darren is an award-winning brand implementation specialist with global experience turning insights into actions and experiences.

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Beth Mallow

Beth is a senior global brand implementation expert with experience bringing brands to life across complex organizations.

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TenTen founder

Leader of implementation teams at the world’s leading brand consultancies

Extensive experience with F500 and global clients

Awarded a Clio for American Airlines watershed rebrand

Darren Horwitz


With a keen eye for efficiency, Darren has been instrumental in helping clients build their brand activation plans and ongoing management models, no matter where they’re starting from. He finds great satisfaction in creating the strategic, tactical, and practical solutions that lead to client success and has a passion for managing details, working hard, and forging long lasting relationships.

Prior to founding TenTen, Darren served as Senior Director of Implementation for FutureBrand, where he built the implementation and brand governance concepts into defined disciplines within the company. His solutions helped deploy and govern global brands at scale, including American Airlines, Axalta Coating Systems, Cadillac, Dow, Exelon, Pitney Bowes and USAA.

Previously, as Director of Brand Management Systems for Interbrand, Darren helped clients such as Humana, Thomson Reuters, Towers Watson, Wrigley and MWV. Additionally, Darren built Interbrand’s brand governance initiative, establishing brand help desks for Thomson Reuters, Microsoft, Humana and AT&T.

In 2005, Darren was a founding partner at Pixeljockey LLC, a brand identity production agency. In addition to such brands as Nokia, Frito-Lay and HP, Darren helped manage the simultaneous brand rollouts of AT&T and MasterCard. This work included implementation management, client relationship management, and hands-on production work.

Darren has a proven record of tackling challenges, leading clients through the brand life cycle, delivering detailed and timely outcomes, and achieving measurable results in brand optimization. And he does it all with optimism and enthusiasm.

Expert at implementing and managing large-scale global projects

Graduated from New York University, MBA in Strategy and Marketing

Awarded a Clio for American Airlines watershed rebrand

Beth Mallow


From the housewares in your kitchen, to the car in your driveway and the airplanes you fly around the world, Beth Mallow has led some of the most iconic rebranding engagements in recent memory. Be it Tupperware, Cadillac or American Airlines, her expertise lies in shepherding these complex, multi-year partnerships from kickoff all the way through to implementation, activation and ongoing brand governance.

Prior to joining TenTen, Beth spent eight years as the Group Director of Client Services at FutureBrand, a global strategic brand and design consultancy in New York. In addition to leading their American Airlines account—providing relationship management, financial oversight, strategic input and an innate ability to lift the massive rebrand, literally, off the ground—Beth counted Bloomberg, BHP Billiton, Bell Helicopter, Cadillac, Country Financial, Molson Coors, Shure, Tupperware, Vizient and The Weather Channel among her key corporate and consumer client relationships.

Beth earned her MBA from New York University, where she majored in Strategy and Marketing.

Our difference

We focus on optimization

Optimizing your brand means finding the right balance between your budget and your desired impact. We’re constantly in search of the most efficient and effective ways to help you achieve your goals.

We are

We always start with a well-defined plan that helps you set and manage expectations and get the job done right. You’ll know exactly what you need, how much it will cost, and how long it takes.

Everything we do must be actionable

We know how to close the gap between intent and usage. Our process ensures that everything we do is done practically—meaning it’s ready to use by the people who need to use it.

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