Darren White, Principal Consultant

Darren founded DWCo. to WAGE WAR On marketing Nonsense. Here’s how he got there.


Darren White and the Texas Wesleyan team spent a decade rebuilding a brand. He read books. He talked to people. He asked a lot of questions.

The big lesson? If you’re not in charge of your brand, who is?

While Associate Vice President for Marketing & Communications at Texas Wesleyan University, he was the creative force and voice behind the university’s defining “Smaller. Smarter.” campaign, the most successful campaign in university history.

The campaign has garnered a remarkable 93 marketing and advertising awards, including four awards from the FW American Advertising Federation, five Telly Awards and a Lone Star Emmy nomination. During that same time, admissions increased more than 19 percent and applications rose from just under 800 to more than 4,000. As a brand consultant, he works with universities (and a few other clients) to develop brands that are real, honest and effective.

On Brand. On Message.

Darren is a communication expert who trims the fat from your brand. He is an expert in:

  • Message development

  • Brand voice & tone

  • Creative direction

  • Crisis communication  

  • Brand training

  • Strategic planning

  • Creative copywriting

  • Information gathering

Dedicated to Higher Ed

White is a first-generation college graduate — he received his degree in journalism from TCU and his MBA from Texas Wesleyan. While at TCU, he served as editor-in-chief of TCU's award-winning student magazine, Image. Before entering higher education, he was managing editor at Parker County Today magazine and a freelance journalist, writing feature-length profiles and music criticism.

He lives in Jacksonville, Fla., with his wife, Jessica, and their cat, Toby.