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Our Story

There’s an old saying that when you love what you do, you never work a day in your life. PLAY was founded by people who believed that old saying, and wanted to make it true for their clients, too.

So we built our business on collaboration. Think of it as playing together. If you’ve worked with other advertising companies in the past, the experience will be completely refreshing. If you’ve never worked with an agency before, the experience will be – well, completely refreshing.

The Concept Of PLAY

Our processes, evolved and proven over nearly 20 years, make you an integral cog in the machine. From early Unique Value Proposition discovery exercises to creative check-ins and pin-it-on-the-wall sessions, you will be embedded as an active participant. What we’ve found over time is the work is immeasurably strengthened by the participation of the people who know their business best. Collaboration is what makes our work, work.

Shaun Waterman

Shaun Waterman


Shaun has been building brands across Canada and the US for over 25 years. He brings a wide breadth of experience with both digital and traditional marketing. Shaun has worked with dynamic companies with local, national and international presence, including RBC and Elite Singles Canada. Shaun is a proven business strategist with an innate understanding of how today’s consumer makes decisions and has a tireless desire to provide award-winning service that drives results.

905 631-8299 ext. 226

Jason Goncalves

Jason Goncalves

Creative Director/Partner

Jason has more than 20 years experience in brand development, brand design,advertising campaign creative development, and package design. He was the design and creative team leader behind campaigns for PLAY. He has helped build brands for clients such as Phelps Homes, Colio Estate Wines’ – Girls Night Out Wines, Flat Rock Cellars, FirstOntario Credit Union, Canadian Tire Roadside on Request, Borealis Restaurants, IFEA, Mohawk College and Shawn & Ed Brewing Company. Jason has worked across all media from traditional to digital.

905 631-8299 ext. 225

Mitchell DeYoung

Mitchell DeYoung

Director of Digital

Mitchell fell in love with technology at a young age. What started off as a hobby quickly escalated into a passion for creating amazing digital products. As a programmer turned marketer, his pixel-perfect mindset helps clients of any size surpass their goals and improve their digital presence. With over a decade of industry experience he aims to push the industry further with each new project.


Carm Cicconi

Carm Cicconi

Senior Graphic Designer

Carm graduated with a diploma from the Graphic Design program at Sheridan College and she has been in the business ever since. She has over 20 years of experience on campaigns and projects for clients such as Halton Heroes, Fortinos, City of Hamilton, Hamilton Philharmonic Orchestra, FirstOntario Credit Union, and Diamond Estate Wines to name just a few. Carm’s fine tuned eyes are instrumental in overseeing final production on all client materials before they leave PLAY and enter the market.
Val Cicconi

Val Cicconi


Val has worked in the advertising industry for almost 20 years. She has been at PLAY for 11 years, heading our accounts department. She is the smiling voice on the phone that helps with invoices, estimates and billing. Graduating from McMaster University with a Bachelor of Economics, Val started her career at Stelco doing production planning. After leaving there to be at home with her children she returned to work at JAG Communications as a junior bookkeeper and later became the main accountant at PLAY.

step up your advertising game. results start here!

(905) 631-8299

181 Plains Road West #8
Burlington, ON
L7T 0B1