Making the impossible...possible

The Challenge

On October 1, 2018, Thomson Reuters sold a controlling interest in its Financial & Risk division to private equity firm Blackstone Group LP—instantly creating a direct competitor to the likes of Bloomberg. Rebranded as Refinitiv, the spinoff hit the ground running, empowering over 40,000 clients in 190 countries to trade smarter and faster, overcome regulatory challenges and scale intelligently.

How do we migrate 400+ digital investment products to the new brand? Seamlessly, and in a time crunch. When each product has an array of assets—both digital and physical—associated with them. Without getting in the way of the company’s business operations.


While renowned brand consultancy Interbrand was tasked with creating the new brand’s foundational elements, they brought TenTen in for our specialized experience in navigating complex, multi-dimensional brand activation challenges. We were given a blank page to define the migration’s approach, process and implementation. To succeed, we needed to embolden Refinitiv with both a big picture vision of the future state—and step-by-step directions for getting there quickly and efficiently. With a project so vast and interconnected, we set forth defining the specific implications of such a move—from workflow and resourcing to timing and talent—while identifying areas of opportunity to enhance the overarching brand experience.


Through our partnership, we helped Refinitiv operationalize the transformation of all of their digital product’s marketing communications. Not only did our roadmap serve as a north star for how to best wrap their arms around every piece of collateral, we also designed a pilot program for migrating the first 40 digital products. Subsequent conversions will follow the same guidance until the entire suite is complete. The program we developed has built in check points, allowing for an iterative approach of pause, review, assessment and course correction (if needed) after each launch. The digital products vary so much within each category that we had to develop a system to ensure that Refinitiv can continuously learn from and improve upon the success of each launch.


Refinitiv has successfully reached its goal of migrating 40 products since launch in Q4 2019. Originally valued at $20 billion, the company was purchased by the London Stock Exchange Group in August 2019 for $27 billion. As our client stated at the end of the project, “You made the impossible…possible”.