Astrid Ferrara

My projects in the marketing@media programme

1.Concept for communicating the club’s USPs: Analysis of key advantages of being a club member and the image of the club: development and implementation of a market research survey of customers and club members
2.Development of a marketing concept with a view to moving customers to different distribution channels
3.Assistant to the CEO: Preparation of work shops; Creation of presentations for board & management meetings

My first day on the job

Before I started in Vienna, I worked at the German book club “Der Club Bertelsmann” in Berlin to get to know the basics of the club business.

My first day was July 16, 2007. I was a bit nervous and asked myself, what would come up to me…
If I think back right now, I especially remember, that I was warmly welcomed and got a „Lindt Herz“(a special chocolate heart) as present. Despite all the work, everybody took the time to answer my endless questions, which everybody has when starting a new job. Especially the outstanding atmosphere in the company, which is stamped with professionalism, sense of responsibility and pleasantness, impressed me. My personal conclusion after this exciting day was that I am 100% sure to work for the correct company. At the moment I am working on interesting and manifold projects in Vienna with great colleagues.
…and my impression from the first day on my job did not change.

Tell us an off-the-wall idea that you sometimes think about: what if…

… I had chosen the classic career path of being a lawyer? Then I would not have had the opportunity to experience the world of media wholeheartedly. My work lets me create media with my own ideas. I am really thankful that so many folks encouraged me and supported my on my way.

How I made my way to the media world of DirectGroup

The world of media has always fascinated me. During my studies I got to know the different parts like film, TV and advertising:

1998/ 1999: Internship at J. Walter Thompson, WPP Group, Frankfurt am Main  
"I think it is really fascinating how customers are targeted through creative and intelligent advertising campaigns.“

2002: Internship at Icon Entertainment, Mel Gibson Production Company, London UK
2006: MBA Summer project at NBC Universal Pictures, London UK
“The unique of media is, that they – if book, film or advertising spot – deliver a lasting message.“


2007: marketing@media programme DirectGroup Bertelsmann

From 2005 to 2006 I completed a specialized MBA in Marketing at the SDA Bocconi in Milan. In September 2006 several companies came to the Bocconi to recruit the graduates. I knew that I wasn't interested in oil companies or banks. Therefore I was really happy that my favourite company, Bertelsmann AG, also came to recruit in Milan. After Bertelsmann's presentation it was clear that I would apply for marketing@media. Before I even sent in my application, I received an invitation for an interview. I would say “we found each other“.