Q&A with Andy Von Kennel (MBA '04)
Andy Von Kennel, Cox MBA '04, has led a lustrous career in marketing, working for industry giants Frito-Lay, American Airlines, Cadbury Schweppes, Omnicom and PHD, a global strategic media agency. His award-winning work has been featured in The Wall Street Journal and Ad Age, where he is frequently quoted as an expert on the latest marketing tactics and campaigns. In 2008 Andy was asked to start a joint venture between two Omnicom agencies - RAPP and Alcone Marketing Group. Measure2X was born and now creates analytics driven promotions for a diverse portfolio of clients around the globe from the #1 toy maker in the world (Mattel) to global healthcare firm Bayer.
- Briefly summarize your educational and professional experience before you attended the Cox School.
I grew up in North Dallas and learned to read, write and count at Jesuit College Preparatory School. After Jesuit I studied economics and biology at the nationally ranked liberal arts school Kenyon College in beautiful Gambier, Ohio. While at Kenyon I competed in two varsity sports and participated and led multiple organizations like Big Brothers/Big Sisters, Fellowship of Christian Athletes and Greek life.
I began my professional career as a manager with the world's leading snack food company, Frito-Lay. At Frito-Lay I managed annual revenues of over $7 million dollars and a team of twenty field employees. After several successful years at Frito-Lay, I joined the advertising and marketing department of the world's largest airline and 75 year-old brand, American Airlines as an advertising specialist. I helped market the launch of numerous products at American Airlines, working with cross-functional teams and leading multiple agency partners.
Then off to SMU…
- Why did you choose to attend the Cox School?
To complement my liberal arts education, world class management and sales training and my advertising experience, I needed a business school to deliver in three areas: international perspective, finance/accounting foundation and quantitative marketing and analytics. Cox could deliver all three in a major US market, Dallas.
- Why did you select the full time MBA program at Cox?
I selected the full time program to allow myself to maximize the experience by participating in the Rugby Club, the Marketing Club, Student Advisory Board (SAB), in addition to every speaker, mentor and class offered. I loved my business school experience at Cox. The Rugby Club was probably my favorite part, bringing me closer to my classmates and like-minded people around the globe.
- Which courses have you taken that were most helpful in getting you to where you are today, and who were your professors in those courses?
All the courses were beneficial. Valuation and analysis built my confidence in areas where I was weak and gave me the confidence that I could learn anything. Gary Moskowitz's M&A strategy course really hammered in the importance of using frameworks to analyze any business situation to deliver smarter grounded POVs and decisions. And Marci Armstrong's marketing class grounded me in analytical tools (regression analysis) and marketing.
- As a student, did you benefit from/tap into aspects of the Cox network, such as the Associate Board executive mentoring program, the online alumni network or alumni events and the speaker series?
I took advantage of everything listed above - jumped in with both feet. I went to school full time, so I saw it as my obligation to maximize my time.
- Describe your opinion of the internationalism of the Cox School.
I loved the Global leadership Program - It was an excellent opportunity. I also really appreciated and personally benefitted from the diversity of thinking and ethnicity.
- What were your professional goals?
Have fun and make money.
- How have you achieved those goals since you graduated from Cox?
Absolutely.
- Please describe your first big break that was ultimately instrumental to your success.
Getting into the Frito-Lay management-training program. I learned a lot on dirty floors and driving the 18-foot step van.
- Where will you go from here?
World domination…in marketing that is.
- What advice would you give to students wishing to succeed in business today?
Focus on the task at hand and be the best you can be…planning is smart but results rule. No one can argue against results. Show me you're good, don't tell me.
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