Curator Newsfeed: July 8, 2016

What better way to welcome summer than by spending time outdoors in this warm weather? Whether your days will be spent hiking, swimming or gardening this summer, we've compiled a list of essentials you’ll love! Not to mention, Simon Malls added quite a few new retailers this past week to ensure your summer wardrobe is up to date. Check that out and more below!  

Industry News:

Ad of the Day: Is Chipotle's Latest Epic Animated Film Actually a Cry for Help?, Ad Week

Client Coverage:

Kate Hudson's Fabletics comes to The Shops at Mission Viejo , OC Register

The Shops at Mission Viejo adds six retailers , OC Register

Brea Mall adds Microsoft Store, Ecco Shoes and Typo , OC Register

Great garden gear beyond gloves, hat and clothes: Are you ready for a ventilated vest?, The Oregonian

Men's swimwear suitable for every age, KING 5


FareStart receives $32K from Whole Foods to support culinary job training, Puget Sound Business Journal



How Whole Foods Ruined Me

wfmblogpost1 It's not often that working on a client's business can completely shift your perspective on life. I mean completely shift how you make decisions on a day to day basis. I've worked on behalf of Chateau Ste. Michelle and Montinore Estate wineries, and yet I still just drink beer. I've created countless campaigns for Microsoft, but every screen I surround myself with originated in Cupertino.

So, my advice to any creative that finds themselves with an opportunity to work with Whole Foods Market is to re-watch that scene in the Matrix where Mr. Fishburne offers up the red pill or the blue pill. Albeit a nerdy metaphor, do spend time with that choice. Because it will affect more than just you.

If you choose to bypass the blissful ignorance of what you put into your mouth everyday, you'll find yourself saying words like sodium tripolyphosphate around a perfectly delightful shrimp cocktail. People's brows will furrow, they'll stop their dipping and laughing, and you'll remember those words aren't much for small talk at parties.

Your mother-in-law will have to make special trips to the grocery store when you visit because you muttered some off-handed comment about rBGH the last time you visited. As if you really needed to seek out another reason to frustrate her? Of course not, she never decided to come shadow you at work now did she?

Your wife will grow tired of hearing about TBHQ after she realizes it has nothing to do with frozen yogurt. And it'll get even better when you have to drive by those classic golden arches because of that word. Effectively kicking out the last leg on the stool of sanity you both just want to sit on during those long car trips with your hostage 3 year old. An American classic that you've always known to be unhealthy, but have never realized the exact makeup of why, will become a mere mirage in the distance to you - but not to those little eyes in the car seat.

Or, you could just choose to eat blissfully unaware. Learning about how the food you eat gets produced will be complicated, messy, and certainly not as tasty as those chicken nuggets. So, keep trusting labels that tout "whole grain" or "all natural" to be as meaningful as they're designed to appear. And I wouldn't take that job working for Whole Foods, and certainly don't Google any of the words I mentioned earlier.

Because you can't turn back once you've been ruined.


Want to learn more? Check out Eat As Promised, a natural foods campaign we helped Whole Foods build. And if you want to go even deeper to see what's in your food, visit and

Curator News Feed: June 21, 2013

This week, among other things, we celebrated our neck of the woods' mouth-watering new lunch haunts (take that, Capitol Hill), envied one lucky Curator's weekend getaway, and dreamt about exotic vacations of our own: all things that may be best captured with an artsy Instagram-filtered video (or not -- see infographic). Take a moment to relax on this Summer Solstice with our links of the week.

Photo Credit: Hayley Young

Susan G. Komen for the Cure Cancels Half Its Races, TIME. I said it a year ago and I’ll say it again…impacts from a poor PR decision can be felt for years to come… (and it’s too bad when it happens to a group that does so much good). – Dan  

Instagram Launches 15-Second Video Sharing Feature, with 13 Filters and Editing, TechCrunch. Move over Vine, Instagram now lets you share videos more than twice as long. And, just as Instagram allowed those of us who don’t even own a camera to start taking pictures like a pro, the video capability also comes with 13 filters and video editing. All sounds good, right? Well, according to NPR, maybe not. Like with the evolution of any technology there is fear that with this change also comes some skepticism. I’m looking forward to diving into a bit further and learning more ways on how this can be leveraged from a PR-standpoint. – Annie

A Great Way to Keep Track of and Show Off the Exotic Places One Has Been To, PSFK. At Curator, we’re fortunate to work with some great travel brands. Part of our day-to-day job is to come up with ways to inspire people to think about where in the world they’d like to travel. This week, I came across this map, and loved the concept of a visual way to showcase every country you’ve visited. Once you’ve traveled to a country, you scratch off a layer of gold foil to reveal the colorful map below. If you’re heading out on a great adventure this summer, you may want to get yourself a Scratch Map. – Ann Marie

Monkey Light Pro-Bicycle Wheel Display System, Kickstarter. I love browsing Kickstarter to see all the cool (and weird) stuff people come up with. Stumbled upon this earlier this week and thought it was an interesting concept that could be really awesome for brands. Would be pretty awesome to see  a triathlon or a bike race with people riding bikes with unique sponsor messaging. – Chelsey

The Eater California Wine Country Heatmap: Where to Eat Right Now, Eater. This weekend is my wife's birthday and we're heading down to Napa to eat incredible food and drink great wine. Over the course of the next three days you'll find me on this map somewhere. Enjoy the weekend! – Scott

eHarmony Takes Care of their Followers, Facebook. Today, a planned eHarmony server upgrade didn't go as smoothly as expected and their site crashed, so they took to Facebook (primarily) to keep users informed as to what was going on. Here's their page — scroll through this week's posts to get a sense of what they did. Two big takeaways: 1) This is one of the reasons it's so important to cultivate your social media communities. They can act as emergency meet-up spots if something ever goes wrong on your website — but not if you don't take care of them the other 99.9 percent of the time. 2) eHarmony was proactive, and made sure to let everyone know ahead of time that they'd be doing work on the site. That kind of nuts-and-bolts status updating is extremely helpful when people are expecting service from you, and you know that service might be interrupted. – Paul

It's Hip to be Pioneer Square, Seattle Magazine. I was feeling the love for our neighborhood this Friday, and then happened across this article about Pioneer Square, so freaking square it's hip. They call out some of our office favorites like Matt Dillion's Bar Sajor and Russ Flint's Rainshadow Meats, and couldn't help but share. – Maria

Build a Movement, Not a Campaign, and You'll Ignite Passion in Your Brand's True Believers, Fast Company. This is a great read that pinpoints the difference between influencers and advocates and also details the how, when and why to employ each group for different purposes in a brand campaign, based on your campaign goals. I like the description of brand advocates as a "volunteer marketing army." Activating your already passionate brand advocates makes plenty of sense, as these are the fans who are more apt to spread the word on behalf of your brand based on pure passion and loyalty, rather than direct incentive. Cultivating a relationship with these advocates takes time and effort, but the rewards tend to pay more dividends in the long run. – Noelle

A strongman from Hungary has managed to pull a 50-ton commercial plane using just his teeth, Metro. Whenever I am looking for some weird news, I know I can always turn to my other favorite part of the world: Europe. They did not disappoint. You’ve got this bionic “strongman,” a pink plane, and a gang of Wizz Air cheerleaders adding some extra pep. Is this Superman in real life?  – Megan