Remember the City of Hamilton's "Don't Litter - It's Just Plain Ugly" campaign, with the folks staring off into a blue sky, their head in the clouds and a pile of garbage at their feet? How about the vibrant imagery of ads for the Hamilton Philharmonic or the whimsical promotions for the Dundas Buskerfest?

There's a reason for that. Creative and innovative advertising is the direct result of creative and innovative people. It's why certain messages leave lasting impressions. And the messages generated by Dundas-based Wide Eyed Communications impress more than most.

"Fan-friggin-tastic!" observed Alex Baron, former executive director of the Hamilton Philharmonic Orchestra. "...You're a freaking genius!" adds Judy Boswell, executive director of the Dundas Downtown BIA.

The freakin' genius in question is Wide Eyed owner and president Mark Draak. Other advertising agencies claim to think outside the box, Draak thinks outside the room! Actually, he's typically completely off the block, perhaps on the rooftop of a skyscraper somewhere across town, contemplating the issue from above and maybe six other angles.

You don't just hire a company, after all; you hire people - and with Wide Eyed that means people with a unique and creative perspective, a pulse on current trends and an ability to tell your story in a way that not only makes an impact, but sells services, moves products - moves people.

"The first meeting with a client is the most exciting," says Draak, who heads up a carefully cultivated staff of dynamic minds. "I usually see the picture in the first 15 minutes. I love coming up with a new angle, a different spin that expands on what the client was thinking. And I love dynamite visuals. They're like great movies; you keep coming back for more, and you see something new every time."

So effective is his unique style and methods that when Draak broke out on his own a decade ago, he went the first few years without having to invest in business cards. "Business is still primarily word of mouth," says the Mohawk College grad, who tends to buck the traditional corporate structure - so much so that he just bought his first suit in his 42 years.
How ironic considering his proficiency at providing his clients with the perfect look.