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Sandy Kornberg, BJ '64

Sandy Kornberg frequently works as an international consultant for the Central European Advertising Art Institute in Prague, Czech Republic. Over the past 30 years, Sandy has lived in several Asian countries while working for different advertising agencies, such as McCann-Erickson Worldwide and Ammirati Puris Lintas.

What are you currently working on?
For the past few years, I have periodically conducted workshops on Strategic Planning and Branding in Prague, Czech Republic, and working with the Missouri School of Journalism to develop a relationship with Prague's Charles University. Advertising is only 10-12 years old in the Czech Republic, so they are constantly looking to develop relationships with other leading universities to help them to develop marketing communications programs. I've also been working with a small Chinese-American advertising agency and Global Advertising Strategies. They are a New York-based ethnic advertising and marketing agency, focusing on Central and Eastern Europe.

Most of your career has been global. How did this happen?
I had always wanted to live overseas. When I graduated from Missouri, my first job was with Monsanto in St. Louis. Four years later I ended up receiving an offer from J. Walter Thompson in Chicago. Because of the work I did there with soft drink advertising, I received an offer from McCann-Erickson to go to Tokyo, Japan to work on the Coca-Cola brands and to help launch their Sprite brand.

What has been your biggest challenge in your professional career?
Learning how to live overseas. I was in Japan for seven years, the Philippines for three, Hong Kong for 14 years. The challenge for me was being able to adapt to my job and to the cultures of the countries. I traveled a lot, and had long hours, and complicated, yet very rewarding situations with clients. Fortunately, it worked well, it was successful, and it was a wonderful experience for my family and me. If you are willing and prepared to put in the time and the effort, it can definitely be a fulfilling life experience, both personally and professionally.

What trends have you observed in advertising?
The biggest trend is happening right now: the on-going transistion from mainstream advertising into integrated marketing communications. Another trend is the un-bundling of media where advertising agencies have spun off their media departments into separate companies.

What advice do you have for someone who wants to work overseas?
Let your employer know, make sure you have a good solid foundation in the agency business, and very importantly, possess a great sense of adventure. Also, make sure you have a comprehensive understanding of integrated marketing communications.

What are some of the most rewarding experiences of your career?
Being able to continue an international career for so many years. To have had that opportunity, to have progressed in my career, to have been promoted, and to have been successful, has all been very rewarding and gratifying.

You and Gary Burandt, BJ '66, taught a one-hour course on New Business Development at the J-School. Why did you pick that topic?
New business is the lifeblood of any advertising agency. Agencies live on the basis of their profitability, their clients, their creative and their ability to grow. In order to grow the agency, they have to be profitable, and in order to be profitable, they have to pursue and compete for new business. Finally, to have a successful new business effort, agencies have to hire the very best people.

If I looked in the trunk of your car, what would I find?
Because I am a Greenwich, Conn., Volunteer Firefighter, you will find all my fire-fighting gear; my protective pants and coat, my helmet, and facemask for use when attached to an air pack. I also have a pager on all the time. I can get a call for a fire or an automobile accident any time during the day or throughout the night, and I go. I also have a fly rod for trout fishing.

Any other interesting hobbies?
I had always wanted to learn how to fly, so I decided to take flying lessons, and got my pilot's license while living in Hong Kong. A short while later, I also got my U.S. pilot's license.

What does the Missouri School of Journalism mean to you?
It started me on a career path which I could never have imagined would ever occur. It provided a solid foundation of educational experience for me to get my first job in advertising, and to eventually take me into an incredible international career in advertising, with an outstanding global advertising agency system. The Journalism School has always been near and dear to me because both of my parents graduated from the J-School. Finally, I was fortunate to have received the Missouri Honor Medal in 1996 "for Distinguished Service in Journalism and Advertising." I never dreamed anything that incredible would ever happen to me.