How ITG’s Hero to Halo solution redefines content through AI.
We examine how AI-enabled automation is shifting the dial for marketers, streamlining processes, driving new levels of content efficiency, and enabling the delivery of smarter, insight-driven and contextually relevant campaigns.
The modern marketing world is facing a growing challenge: customers demand more content than ever before – delivered faster, with greater personalisation, and at a level of quality that connects on every channel. Meeting this demand at scale without inflating budgets or overburdening teams is no easy task. Brands are increasingly under pressure to create agile, high-performing campaigns while maintaining consistency and speed.
This is where ITG’s unique Hero to Halo solution, powered by our proprietary, innovative marketing platform, Storyteq, comes into play. We empower brands to not only meet these challenges but turn them into opportunities for growth by leveraging AI-enabled automation to streamline content creation at every stage.
The role of AI-enabled automation in modern content production
Marketing teams today are navigating a complex world. The explosion of digital channels, the need for hyper-localised messaging, and the demand for personalisation have transformed traditional content production models. Once dominated by manual processes, these methods are now outdated, and most brands have now integrated some level of automation into their operations.
It’s important to note that automation is not a new concept in marketing. ‘Rules-based automation’ has been around for about 70 years, and even the AI decision making that we’re familiar with today has already been in mainstream use for half a decade.
While generative AI tends to grab the headlines, operational AI is streets ahead in terms of the tangible, immediate impact it can have on your marketing and content production. That could be everything from streamlining workflows and briefings, to automating production of content at scale and unlocking key insights to optimise performance. Without AI-enabled automation, brands risk falling behind, unable to deliver the agile, personalised campaigns and meaningful content that resonates with today’s audiences.
So, although AI-enabled automation has been around for some time, the question remains: are marketers maximising its capabilities? In many cases, the answer is no.
The Hero to Halo solution with automation at its heart
At ITG, our Hero to Halo solution integrates AI-enabled automation to create an ecosystem of content around a brand’s hero creative. By combining innovative technology with creative expertise, we enable brands to produce what we call Halo content – the intelligent, agile, scalable content that brings your hero campaign to life on every channel.
ITG’s proprietary marketing technology, Storyteq, is central to delivering this vision. Storyteq was named a Leader in the 2025 Gartner® Magic Quadrant for Digital Asset Management, and the 2024 Gartner® Magic Quadrant for Content Marketing Platforms – the only solution in the world to be recognised as a Leader in both.
AI-enabled automation through Storyteq is one of the four core pillars of ITG’s Halo model, enabling brands to Capture, Create, Automate and Integrate content.
This is about much more than simply delivering higher volumes of content. It’s about leveraging AI to unlock true content intelligence, ensuring that you create the perfect story for every possible customer interaction, and in turn deliver agile content and campaigns that reduce marketing costs and drive business growth. In short, we’re making content your competitive advantage.
How AI and content intelligence are transforming content
Our Hero to Halo solution leverages AI and content intelligence to solve six of the biggest content challenges brands are facing around the world:
1. Personalisation – content intelligence that understands what’s needed for each customer, when to deliver it and where
2. More content – data-led batch creation of multichannel static and video content via dynamic templates
3. Faster turnaround – configurable automated workflows and highly intuitive local marketing portals
4. Brand compliance – collaborative approvals, rules-based automation, and asset intelligence for automatic metatagging
5. Disjointed tech – tailored, seamless integration with your external systems and platforms for a unified content ecosystem
6. Maximising ROI – increase asset adoption and utilisation while leveraging key data to promote the most relevant content for every interaction
What sets the Hero to Halo solution apart?
We don’t believe in technology for technology’s sake – instead, we use AI-enabled automation to drive measurable impact for brands. We work collaboratively with our clients, often partnering directly with their creative agencies, to ensure every piece of content aligns with their vision while maintaining agility and efficiency.
Take Matalan, for example. Through our partnership, we’ve built an in-house agency model that enables the retailer to produce high-quality, high-volume content faster than ever. By streamlining production processes through our Storyteq marketing platform, including automated workflows and data-driven dynamic content templates, Matalan are able to scale their content creation effortlessly while maintaining a consistent, personalised brand message.
This intelligent use of technology is combined with the strategic and creative expertise of our teams, meaning Matalan are able to stay ahead of the curve and better connect with their loyal customer base, driving growth while reducing production costs.
Real-world results for global brands through AI-enabled automation
Our AI-enabled, Hero to Halo solution is more than just a concept – it’s a proven strategy that’s delivering real-world results for some of the biggest brands on the planet. Whether it’s scaling global campaigns or enabling localised content at speed, our clients consistently see improvements in cost and impact.
For instance, global healthcare company Haleon (formerly GSK Consumer Healthcare) have driven incredible efficiency throughout their content supply chain using Storyteq, empowering them to not just halve the time it takes to activate global campaigns, but also to engage consumers on a personal level through more relevant, data-led content.
Haleon’s use of Storyteq proved so effective that it won the ‘Use of Marketing and Communications Technology Excellence’ prize at the 2024 Gartner Marketing Communications Awards. Watch Haleon’s Head of Media & Content Technology, James Masters, talk about how working with ITG and Storyteq has transformed their content operations.
The future of agile content production
As marketing teams continue to evolve, the need for smarter, faster and more scalable solutions through AI-enabled automation will only grow. ITG and Storyteq are at the forefront of this shift, blending cutting-edge technology with a deep understanding of what it takes to deliver standout content that’s channel-specific and highly personalised.
Our agile approach to content means we’re not just solving today’s challenges – we’re anticipating what brands will need to succeed tomorrow. By leveraging the power of AI-enabled, automated Halo content production, we’re helping our clients engage their audiences with far greater impact and increased ROI.
Want AI-enabled content strategies that deliver growth?
Let’s work together to build scalable, agile campaigns that drive results. Contact us today to learn more about ITG’s Hero to Halo solutions, and how Storyteq can unlock tangible efficiencies through AI.
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