Aventura Mall, a luxury center near Sunny Isle Beach, halfway between Fort Lauderdale and Miami, has retained its title as the best mall in the United States by USA Today’s 10Best Reader’s Choice Awards. "Being named once again as the Best Mall in America is an incredible honor and a testament to the experiences created every day for our guests, tenants, and community," said Jackie Soffer, the CEO of Turnberry, Aventura Mall’s developer. The up-market retail destination’s tenant list is highlighted by a long line of luxury brands that include Prada, Dior, Hermès, Gucci, Louis Vuitton and Cartier.

The athletic apparel giants are both at a crossroads, and their campaign centerpieces play up soccer bona fides alongside the sport’s stars and other pop culture icons. On the list of the greatest rivalries in soccer that could play out at the World Cup, there are Argentina versus Brazil, England versus Germany, United States versus Mexico… and Nike versus Adidas.  The athletic apparel brands have both rolled out star-studded, cinematic videos ahead of the tournament, as well as collaborations and activations that speak in a deeper way to these brands’ identities, marketing methods and financial goals. And while both campaigns speak to the joy and freedom of play on the pitch, they demonstrate how each brand plays differently in marketing. The month-long tournament and the brands’ campaigns around it, arrive as the companies themselves continue on separate trajectories: Adidas’ record growth and Nike’s lagging turnaround. While Adidas notched another quarter of growth in Q1, with revenue up 7%, Nike’s revenues were flat year over year.  Each company hopes its World Cup marketing pays dividends both now and in the future.

Marketers are really starting to look at how millennials respond to marketing. In a recent study conducted by DigitasLBi, Razorfish, Tumblr, and Yahoo, millennials will have a cumulative $1.4 trillion in spending power by 2020. Therefore marketers need to be paying attention to this group of people. Since they are known as digital natives many people have felt that direct mail was not a good way to reach them. However, this has shown itself to be untrue, millennials like getting mail. How can direct mail appeal to millennials? Authenticity: All the messaging and imagery on your direct mail pieces need to be authentic and in sync with your brand. Accessibility: How easy is it for someone to reach you? How many ways to respond to your direct mail are there? Human Appeal: Create a sense of connection with each individual with not only personalization but through emotion. Social Awareness: Show case all the good things your company is doing for social causes. Technology: Since this group is very digital savvy, make sure that you are including technology in your direct mail.