EVENTS & PROMOTIONS;ON A ROLL MICHAEL O. LYNCH

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Michael O. Lynch since 1993 headed events at Radio City Music Hall. In November, he landed the top event spot at Visa, a worldwide sponsor of the 1996 Olympics, NFL and Triple Crown.

Age: 38

Title: VP-event marketing, Visa International.

Goal: Leveraging both large and small marketing tools in concert to build the brand and market share.

Challenge: Bringing internal staff into the external event; championing the cause in-house.

Tip: Make sure your event truly meets the needs of internal divisions before finalizing plans.

Prediction: Music is one of the most powerful marketing events of the future. It transcends niches.

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