Haleon
Transforming Haleon’s global marketing with ITG’s Storyteq technology
ITG and Haleon
Haleon, formerly GSK Consumer Healthcare, is a global leader in specialist medicine, serving 170 markets with renowned brands such as Sensodyne, Panadol, and Centrum.
By partnering with ITG, Haleon leveraged the power of Storyteq, our proprietary, AI-enabled marketing technology platform, to transform its global marketing operations. Together, we enabled Haleon to rapidly localize campaigns across global markets and brands, delivering impactful, targeted content at scale.
This innovative approach earned Haleon the prestigious ‘Use of Marketing and Communications Technology Excellence’ prize at the 2024 Gartner Marketing Communications Awards.
The Challenge
Haleon needed to streamline and scale its content production processes to deliver high-quality, localized campaigns across 170 brands and global markets.
Key challenges for Haleon included:
Managing and delivering campaigns with speed and efficiency to meet global and local market needs.
Limited visibility and control over workflows, leading to inefficiencies.
The need for a solution that could centralize content operations and create scalable, on-brand assets tailored to each market.
The Solution
ITG & Storyteq revolutionize Haleon’s global content operations
Haleon implemented ITG’s Storyteq solution to transform its global marketing by automating workflows, centralizing content through intuitive Brand Portals, and enabling campaign localization across 170 brands in seconds instead of days.
Results and Impact
Greater impact at scale: Localized, targeted campaigns deployed across 170 brands and markets
Faster campaign delivery: Campaigns now produced and launched in seconds instead of days
Enhanced collaboration: Streamlined workflows and intuitive Brand Portals mean local teams have autonomy to deliver relevant, targeted campaigns while global marketing retains control and consistency
Conclusion
With ITG’s Storyteq platform, Haleon has revolutionized its global marketing, achieving greater efficiency, faster campaign delivery, and impactful content that drives results worldwide.
“Storyteq, as part of ITG, has allowed us to create a joined-up user experience with an end-to-end product workflow. From centralizing content in Brand Portals to driving operational efficiencies with automation, the platform has been transformative. We’re now delivering campaigns in seconds, and the potential for further innovation is huge.”
James Masters, Head of Content & Media Tech at Haleon
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