On a Roll: John Davidoff

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John Davidoff, 40, joined General Growth Properties in 1998 as VP-consumer marketing after several years of managing event marketing for DDB Worldwide, Chicago. This year, he was named senior VP-marketing, overseeing a 35-person staff nationwide, encompassing 136 malls in 37 states.

Mission: Integrating event marketing with internal and external mall advertising and our new Internet initiatives for online marketing and enabling Internet shopping.

Challenge: Balancing mall communications to diverse, segmented audiences within the mall, and making sure our messages enhance the overall experience.

Opinion: Not long ago, events were a bonus to a mall. Now they have become a requirement for most malls, which offer entertainment and events nearly every weekend all year.

Prediction: The emergence of a bigger group of people over the age of 50 will change the retail landscape. Malls will play a vital role in communities, and the Internet will connect shoppers to stores, and stores to headquarters.

Watch for: People walking through malls using hand-held devices to compare information, create lists and be entertained. Retailers must embrace these trends to survive.

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