GIGIL Agency Founder Herbert Hernandez Takes Manila by Storm

About – Herbert Hernandez – Campaign Asia

Although GIGIL, an independent Filipino advertising agency, was only established in 2017, co-founders Herbert Hernandez and Badong Abesamis have already achieved remarkable success, accumulating over 180 awards in just six years. In 2020, Campaign Philippines recognized GIGIL as both the Independent Agency of the Year and Creative Agency of the Year. The following year, Ad Age named GIGIL Advertising Group Inc. the International Small Agency of the Year.

With GIGIL now expanding into North America with offices in the United States and Canada, Hernandez is on the verge of realizing some of his greatest ambitions.

A multitalented individual, Hernandez’s interests span far beyond advertising, including a passion for mathematics and playing the guitar. He has even moonlighted as a rockstar since his college days, performing as the lead guitarist for the Filipino bands Moonstar88 and 6cyclemind. Despite his impressive achievements in both advertising and music, Herbert Hernandez remains humble and takes great pride in how GIGIL’s success can inspire others from the Philippines.

Surrounded by Talent

Though Hernandez excels in the visual arts, he recognizes the immense talent around him. To support Filipino independents, he founded The Indierectory, a platform that connects creatives like art directors, copywriters, illustrators, filmmakers, and designers with hiring agencies and companies. The Indierectory opens doors for professionals who previously lacked opportunities in the industry.

However, Hernandez’s ambitions don’t stop there. His determination to elevate Filipino talent on the global stage drives him to continue collaborating with Filipino brands, talents, and communities. As GIGIL expands to Toronto, New York, Los Angeles, and even ventures into the metaverse with Metama, Hernandez and his team are set to showcase that Filipino talent competes on par with agencies worldwide.

GIGIL Managing Partner Jake Yrastorza shares a similar vision, stating, “We believe in the Filipino talent and see that it is gaining global recognition.” He hopes that GIGIL will soon be recognized as a Top 10 advertising agency worldwide, making Hernandez’s dream a reality.

GIGIL’s Remarkable Growth

Before even stepping into North America and the metaverse, GIGIL has already experienced significant growth. In the Financial Times’ ranking of the top 500 high-growth Asia-Pacific companies, GIGIL made its debut at #30. The rankings, which reflect revenue growth from 2018 to 2021, include some of the toughest business years on record, making GIGIL the highest-ranking advertising agency on the list.

Additionally, GIGIL earned recognition as a Philippine Growth Champion by Statista, ranking second out of 25 national winners, with an impressive 155.1% compound annual growth rate for 2018, amounting to over $6.5 million USD in revenue.

Starting as a small agency, GIGIL has now evolved into a full-service advertising powerhouse, offering services such as media strategy, event management, public relations, and cutting-edge creative technologies like filter creation, extended reality, and 3D billboards. Hernandez and Abesamis prioritize hiring not just skilled individuals but also “good people” who are committed to the agency’s success.

Their approach has paid off. When Campaign Brief released their 20th edition of The Work, which showcases the best creative advertising from Australia, New Zealand, and Asia, GIGIL earned significant accolades. As the #5 agency of the year, GIGIL’s team contributed to 36 accepted entries, with each member participating in at least one.

A Strong Foundation for Success

Though GIGIL may seem like an overnight sensation, Hernandez and Abesamis each boast over two decades of experience. Hernandez always knew that a career in advertising was in his future. He graduated Magna Cum Laude from the University of Santo Tomas, where he was the top student in his Advertising class, and began his advertising career at JWT Manila.

While Hernandez feels he climbed the corporate ladder too quickly, missing out on opportunities to fail and learn, his steady progression from Art Director to Executive Creative Director at JWT, DM9, and Young & Rubicam ultimately led to the creation of GIGIL with Abesamis.

Raised by a mechanical engineer and a top insurance sales agent, Hernandez credits his parents for instilling resilience, analytical skills, and proactivity in him. His early focus on education, coupled with his diverse interests, has set him on a path of constant growth. With GIGIL now ready for new challenges, Hernandez is undoubtedly someone to watch.

GIGIL Seeks Bold Risk-Takers

Hernandez and Abesamis understand that GIGIL’s success is due in large part to their clients’ willingness to take risks. As the agency brings its distinct brand of humor and creativity to global markets, they eagerly seek out clients who value what sets them apart from other agencies.

With a stellar team, years of experience, and a vision for spreading Filipino ad magic around the world, Hernandez, Abesamis, and GIGIL are ready to embark on the next chapter of their already-exciting journey. Much like their campaigns, GIGIL is sure to keep people talking for years to come.

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