Industry News

  • Curve’s most memorable news stories in 2011

    As we look back at 2011, there are several news stories that shaped the year, changed our lives and will forever be engrained in our memories. Some of the stories were happy and some were sad. We’ve asked the Curve team for their top picks of most memorable news stories in 2011. Here’s our top three:

    Japanese Tsunami (Friday, March 11) – The world woke up to images of a tsunami engulfing Japan’s northern coast following a massive earthquake. Amanda says the unbelievable images of the unstoppable wave gobbling up towns and villages will stay with her forever. In total more than 15,000 people were killed and thousands more injured.

    Stanley Cup Riots (Wednesday, June 15) – Following several weeks of festivities in Vancouver’s downtown core, Canuck fans were in disbelief when their team lost the Stanley Cup. However, it was the rioting and looting that followed that really left residents of this city horrified and embarrassed. Kerry says that the riots were a very personal story for her, because the city was briefly exposed to the world as a terrible place to be – and we all know that isn’t true.

    Steve Jobs’ Death (Wednesday, October 5) – After a long battle with a rare form of pancreatic cancer, the man who created Apple and changed the way we use our phones, listen to music and even work on our computers passed away. Following his death, thousands of fans honoured him with roadside memorials at Apple stores around the world.

    And we can’t forget this one…

    George Elected Vancouver City Councillor (Saturday, November 19) – Curve boss, George Affleck, was elected to Vancouver’s city council after many months of campaigning, door knocking and meeting with residents. For all of us at Curve it was exciting to be a part of the campaign and even better, to watch George win on election night! It was a perfect end to the year and a great way to start 2012.

  • The Debate of Online Tracking: Catch 22 For Advertisers

    Earlier last week, Canada’s Privacy Commissioner Jennifer Stoddart released new guidelines for advertisers who track consumers’ Internet use.

    For many years now online advertisers have been using data from tracking tools to present individual users with ads that are related to their lifestyle and interests. You may have been checking your emails or reading an article on your laptop and wondered why it seems like most of the advertising is targeted towards you. Well, because it is, through behavioural advertising. Using information from approximately the last month, advertisers map a user’s journey including their geographical location, the websites visited, and the type of items purchased. Therefore, ads can be targeted towards an individual, and be completely relevant.

    Gathering this data can bring up many questions and make some Canadians feel uncomfortable. How are they getting my information? What else are they doing with this data? How do I stop this?

    When a user browses the Internet, a Cookie is dropped onto their computer on each webpage visited. Imagine a Cookie is just a yellow sticky note marking a place in a book; when your friend opens the book they can see the page you marked. An advertiser is essentially the friend who opens the book. They can piece together all the pages you visited, and then the next time you see them they may say, “Hey, I saw you read pages about travelling in Europe, and you booked a hotel in France? Have you thought of flying with airline X?”

    It is possible, and very easy, to delete the Cookies on your computer, preventing advertisers from targeting ads in such a way. However, not everyone knows what Cookies are and how they are used, so we should not assume that users are already opting out if they want to.

    As a PR and Marketing agency with a focus on online advertising, we at Curve see this as a real catch 22 situation. Stoddart has a valid point that users should be able to opt out of behavioural advertising on each website they visit. We want Internet users to be comfortable with the advertising they are exposed to, because then we would receive higher response rates.

    On the flip side, creating opt-out functions on websites could become irritating to a user because of the amount of extra clicks that would be required while browsing. Plus, the data gathered from online tracking is not as personal as you may think. To an advertiser, a user is essentially a number, not a name. They don’t want, nor do they collect, a user’s name, address or any form of bank details. They look at your interests based on Internet browsing, any purchases made in recent weeks, your area code (not your whole number), and possibly your age.

    Maybe, before strict guidelines are implemented, the first step should be a better education on what online tracking actually is. One of the reasons it was put into place (which people tend not to speak of, for some reason) is to provide the user with a better online experience more relevant to their interests and needs. From our experience, those who understand the concept and what it involves, actually welcome the relevancy in online content. I guess we’ll all have to watch Stoddart’s space to see what the next steps will be.

    Among the new guidelines:

    • Users must be able to give meaningful consent to being tracked before or at the time their data is collected.
    • Users must know why and for what purpose their personal information is being collected.
    • Trackers must limit retention of data.
    • Collection of sensitive information such as medical or health data should be avoided.
    • Knowingly tracking children or using tracking technologies that people can’t turn off are off-limits.

    Source: Globe and Mail

  • Digital Media Influences 40% of Purchases

    With the holiday season in full swing our attention turns to Christmas parties, and of course… shopping! Bearing this in mind, eBay has announced their research findings regarding purchase influences.

    According to eBay, “40 per cent of purchases are now influenced by digital media.” Two fifths of ‘big-ticket’ purchases involve a digital channel of some form, which includes product research and sharing links between friends.

    Are these findings surprising? Probably not, based on online habits and the increase use of smart phones over the last two years. However, at Curve we believe the numbers are only going to increase in 2012. Especially since social media shopping is still in its infancy. When the day arrives that more online shops offer checkouts through Facebook, is the day that 40 per cent will skyrocket!

  • Ballet of Cuba Holiday Discount

    Nothing says “Feliz Navidad” like tickets to the ballet. So, if you’re struggling to find the perfect gift for that person in your life who has everything… consider gifting them tickets to THE cultural event of 2012, the National Ballet of Cuba’s Don Quixote.

    Street teams were out over the weekend handing out holiday promo cards for $10 off each ticket to the February presentation of this extraordinary Canadian premiere. Check your local coffee shop for details on how you can get this discount, or contact us at Curve Communications.

    The National Ballet of Cuba is one of the top ranked ballet companies in the world. Don Quixote is rarely performed because of the sheer bravura required to pull off what is considered to be one of the most technically challenging works ever created.

    The ballet is presented in memory of the late impresario, David Y. H. Lui, by his long-time friend and business partner Brent Belsher. The two were working together to bring the ballet to Canada when David suddenly passed away in October.

    For more information on the ballet and for tickets, visit


  • SinuCleanse Neti Pot Featured on TV

    With each winter season comes the inevitable sniffles… but are they really inevitable? According to SinuCleanse , the makers of the modern day neti pot, sniffles and sinus congestion do NOT have to take over your life.

    If you’re not familiar with the neti pot or how it works, Shaw TV reporter Rolfe Johannson recently visited Vive Naturopath in Calgary for a one-on-one demonstration on how it works. Watch his hilarious video on just how easy (and soothing) it is to use.

    Vancouver’s Dr. Rhonda Low also recently featured the SinuCleanse neti pot on her CTV segment, Your Health. Dr. Low says the neti pot or “nasal washing” is a great way to naturally cure a cold or flu and regularly recommends it to her patients. Watch her story here.

    Sinucleanse on CTV from Curve Communications on Vimeo.

    The next time you’re feeling a cold coming on, pick up one of the three available all-natural SinuCleanse products; the Neti Pot, the Squeeze or the Kids Mist.