Essity
Global strategic content creation through an automation-first model
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Introduction
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The Challenge
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The Solution
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Results and impact
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Conclusion
ITG and 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.
The Challenge
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).
Key challenges for Essity included:
Delivering Halo content more efficiently and effectively across a portfolio of B2B and B2C global brands
Reducing the duplication of localized assets
Brand communication consistency
Improving visibility of brand performance
The Solution
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.
Results and Impact
Consolidated production
agency model
6,000 assets produced by ITG
via Storyteq in first 6 months
Faster speed
to market
Improved content
performance
Conclusion
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.
“Working with ITG, we’ve uncovered what is possible with the right team and technology in place, allowing us to transform the way we create content at scale. ITG has helped us break down the complexity of our business by delivering an automation-first operating model, enabling the kind of speed, scale, and personalization our customers expect.”
Alessio Babolin, Global Digital Marketing Director, Essity
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