EVENTS & PROMOTIONS;ON A ROLL MAVA HEFFLER

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As senior VP-global Promotions and sponsorships for MasterCard International, promotion industry veteran Mava Heffler oversees the credit card's integrated marketing and events presence worldwide.

Age: 43

Best known for: Coordinating MasterCard's World Cup sponsorship in '94.

Opinion: Sponsorship is like life: it's not what you have, but what you do with it.

Tip: Sponsors should see results before event begins.

Hot targets: Seniors, college students, Hispanics.

Insight: Many sponsors fail to create a true local connection to consumers with global promotions. Build research into all sponsorship plans.

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