GT DIGITAL / Gregor Trela

Expertise — Now

What I can contribute.

Five territories, each learned on the job and most of them at scale. They are not packages. The starting point is always the business problem — the territory follows from it.

01

Integrated media strategy & planning

Media strategies built around the business, the audience and the customer journey — not around a list of channels.

What it covers

  • Integrated media and communication strategy
  • Channel architecture across TV, digital, programmatic and out-of-home
  • Audience and customer-journey planning
  • Omnichannel planning and execution

Questions I help answer

  • Is our channel mix built for our audience, or for last year’s plan?
  • How should TV, digital and out-of-home work together along the journey?
  • What should we stop doing?

Where it comes from

Nearly five years as Group Manager Communication Planning at MediaCom Zürich, for Credit Suisse, PSA Groupe, adidas, Danone and Coca-Cola. Integrated strategies at Zenith, Hearts & Science and Wavemaker.

See the MediaCom work

02

Media investment & effectiveness

Getting more out of the money already in the plan — through allocation, audit, and KPIs that connect media to business outcomes.

What it covers

  • Investment allocation and optimisation
  • Media audits and performance reviews
  • Benchmarking against the market and against your own potential
  • KPI frameworks that link media efficiency to growth

Questions I help answer

  • We buy efficiently — but is it creating growth?
  • Where is budget leaking?
  • Which KPIs actually show progress?

Where it comes from

ALDI Suisse at Wavemaker: media performance more than 10% above the previous year, on a reduced budget. Budgets above CHF 30m including allocation, performance and audit at MediaCom. Campaign ROI improved by up to 25% at Hearts & Science.

See the ALDI Suisse case

03

Digital, AdTech & programmatic

The digital ecosystem seen from both sides: how it is bought by agencies, and how it is sold by AdTech.

What it covers

  • Programmatic and DSP strategy
  • Data-driven audiences and targeting
  • Formats, marketplaces and sell-side logic
  • Retail media and marketing-technology ecosystems

Questions I help answer

  • Is our programmatic setup working for us, or for the supply chain?
  • Which partners, formats and data actually matter?
  • How does the sell side read our brief?

Where it comes from

Digital planning since 2008 at OMD for Vodafone, REWE and Allianz. Built a digital media planning unit at Royal5. Director Strategy & Sales at the AdTech company YOC in Switzerland.

See the AdTech side

04

Content, partnerships & brand experience

Ideas that go beyond the media plan: content, media partnerships and formats that earn attention rather than rent it.

What it covers

  • Content and media strategy
  • Media partnerships and cooperations
  • Innovative and special ad formats
  • Building content and innovation units

Questions I help answer

  • Where can the brand show up beyond paid placements?
  • Which partner or format would make this campaign different?

Where it comes from

Built and scaled [m]Studio Switzerland, Wavemaker’s content and innovation hub, as Director Content & Strategy. Individual content and media strategies, innovative formats and media cooperations.

See [m]Studio

05

Transformation & emerging media

New ways of working in media — automation, AI-assisted planning, agentic workflows — and teams that are able to use them.

What it covers

  • AI-assisted media and marketing workflows
  • Automation of planning and campaign processes
  • Agentic media and human-in-the-loop decisions
  • Building teams and units, training

Questions I help answer

  • Where does automation genuinely help our media process — and where not?
  • What should stay a human decision?
  • How do we get a team to work this way?

Where it comes from

At GT Digital, close collaboration with Tournesol.ai, a specialist AI and automation company, on use cases for marketing and business processes. My own prototypes in the Lab. Teams and units built at Royal5, Wavemaker and YOC; Digital Campus and DigiMix training at MediaCom.

Visit the Lab

How I work

Experience matters.
Judgement matters more.

  1. Problem first. Solution second.

    The business challenge defines the work — not a service package, a favourite channel or a technology. The route stays open until the strongest one is clear.

  2. No network to fill. No inventory to sell.

    I’ve worked inside the agency networks and for an AdTech vendor, so I know where the incentives sit. My recommendation follows the objective — sometimes that means an established partner, sometimes a specialist, sometimes no partner at all.

  3. Technology does the arithmetic. People decide.

    Tools can calculate, compare and draft at speed. Deciding what matters, and owning that decision, stays with people. That is how I use technology — and how I build it in the Lab.

Local market knowledge in Switzerland and Germany, international accounts and stakeholders since 2008.

Toolbox

Buying & activation
Google Marketing Platform incl. DV360, The Trade Desk, Meta Ads Manager, Adobe Advertising Cloud
CRM & automation
HubSpot, Salesforce
Measurement
Marketing analytics and attribution tools
Commerce
Retail media ecosystems
Channels
TV, digital, programmatic, out-of-home, content and special formats
Building
Deterministic planning engines and AI-assisted workflows — see the Lab
Next — 02 ExperienceThe proof behind it: selected work, clients and the path since 2008.

Contact

Let’s talk.

If one of these sounds like you, write to me. A few lines are enough.

  • A leadership roleIn media, marketing or AdTech.
  • AdvisoryA media, investment or growth question that needs an independent, senior view.
  • A partnershipMedia, AdTech and technology companies looking for strategic collaboration.
  • An exchangeAbout where media is going — or about something in the Lab.
hello@gt-digital.ch LinkedIn Zürich, Switzerland