Essity

Global hygiene and health company, Essity, recognized that its previous agency model wasn't set up to address global increases in content demand, and joined forces with ITG in 2025 to implement a new operating model. Now, as Essity's global strategic content production partner, we've instilled an automation-first approach that combines efficiency with scale in Halo content creation.

Across brands and industries, global and local marketing teams are facing the same challenges — a need for not just higher volumes of content, but faster and more intelligent content (as we know it, Halo content), without the budget to meet this demand. Essity is a global hygiene and health company focused on improving wellbeing through products and services. It operates as a portfolio of brands across three main business areas: Health & Medical, Consumer Goods, and Professional Hygiene, in over 150 countries. Essity is known for its leading market positions in incontinence products (TENA brand) and professional hygiene (Tork brand).

Together, Essity & ITG have developed and implemented a new operating model which has transformed the way Essity creates Halo content across its global brands. The new operating model combines a blend of scalable technology and expert ITG teams to deliver content more effectively and more efficiently. End-to-end workflows, Digital Asset Management (DAM) and Brand Portals are delivered via our Storyteq technology, joining teams and processes while increasing content visibility and maximizing performance. Storyteq also provides templated content automation for Essity, ensuring compliant, consistent, and scalable content at a reduced cost compared to manual work. While this has constituted a major shift in ways of working for Essity, the transition has been managed by ITG and Essity through a carefully phased strategic rollout — designed to maximize smooth and successful adoption across brands and regions.

Transforming Essity's global content operations

Essity's new model simplifies its operations and allows for more consistent and impactful content execution. We're blending rapid, scalable content automation with human expertise, enabling Essity to deliver not just more high-quality, efficient, and personalized content across its brands, but high-performing Halo content, at pace.