Founded in 2017, the independent Filipino ad agency GIGIL, under the leadership of co-founders Herbert Hernandez and Badong Abesamis, has achieved remarkable success in just six years. The team has amassed over 180 awards in their brief yet impactful history. Within just six years, the talented team has garnered more than 180 awards. In 2020, GIGIL’s outstanding achievements led to it being recognized as both Independent Agency of the Year and Creative Agency of the Year by Campaign Philippines. The following year, Ad Age recognized GIGIL Advertising Group Inc. as the International Small Agency of the Year.
As GIGIL expands into the North American market, opening offices in both the United States and Canada, Hernandez is poised to see some of his greatest ambitions come to fruition.
Herbert Hernandez is a multifaceted talent, effortlessly extending his abilities beyond advertising to include a knack for mathematics and guitar playing. Since his college days, he has also led a double life as a rockstar, playing lead guitar for well-known Filipino bands Moonstar88 and 6cyclemind. Despite his considerable achievements in both the advertising world and over two decades in the music industry, Hernandez remains modest. He takes pride in how his and GIGIL’s achievements could positively impact the broader Philippines.
Surrounded by Talent
Hernandez boasts a singular gift for visual arts, yet he recognizes the diverse array of talents and skills among Filipinos. He established The Indirectory to empower independent advertisers, providing them a platform to display their creations directly to hiring agencies and companies. This platform ushers in new prospects for account managers, art directors, copywriters, film directors, illustrators, motion graphics designers, music & radio producers, photographers, production designers, strategists & planners, video editors, web developers, and more, offering them opportunities that were previously unavailable.
Yet, for Hernandez, there is still more to achieve. He is committed to showcasing Filipino talent on the global stage and continuously seeks collaborations with Filipino brands, talents, and communities. With GIGIL expanding to international locales with offices in Toronto, New York, and Los Angeles, and the launch of a metaverse division named Metama already serving clients, Hernandez and GIGIL are set to demonstrate that the Philippines stands shoulder to shoulder with global advertising giants.
GIGIL’s Managing Partner, Jake Yrastorza, is optimistic about the agency’s potential to rank among the top 10 global advertising agencies in the coming years, fulfilling one of Hernandez’s grandest visions. Yrastorza captured the sentiment perfectly: “We believe in the Filipino talent and see that it is gaining global recognition.”
GIGIL is a Growth Machine
Long before its strategic move into North America and the metaverse, GIGIL had already been on a rapid growth trajectory. The agency made its debut in the Financial Times’ annual list of the top 500 fastest-growing companies in the Asia Pacific, securing the 30th spot. This ranking, which evaluates the pace and scale of revenue growth between 2018 and 2021—a period marked by some of the toughest business conditions ever—positions GIGIL as the top ad agency on the list.
Recognized as a Philippine Growth Champion by Statista, a global research organization, GIGIL achieved an impressive second place among 25 national contenders. The company boasted a remarkable compound annual growth rate of 155.1% for 2018 and generated over $6.5 million in revenue.
Though GIGIL began as a modest enterprise, it has evolved into a comprehensive advertising agency. Today, it provides a wide range of services, including media strategy and buying, event management, public relations, and cutting-edge creative technologies such as filter creation, extended reality, and 3D billboards, among others. Founders Hernandez and Abesamis place great importance on their hiring process, seeking not only skilled professionals but also individuals who are diligent and possess a ““good people,”, a quality they believe is often undervalued.
Their meticulous approach to hiring has yielded impressive results. When Campaign Brief celebrated the 20th edition of The Work, showcasing the year’s most inventive advertising from Australia, New Zealand, and Asia, GIGIL stood out remarkably. Not only did the agency maintain its ranking as the #5 ad agency of the year, but every GIGIL team member also contributed to at least one entry that was featured. With 36 of their submissions cutting, GIGIL’s presence in The Work was notably strong.
Hernandez Builds a Solid Foundation
While GIGIL might appear to be an overnight success, Hernandez and Abesamis each bring over twenty years of experience to the table. From an early age, Hernandez, a natural overachiever, was determined to make his mark in visual arts, particularly in advertising. He graduated Magna Cum Laude and as the top student in his Advertising class at the University of Santo Tomas, and began his career at JWT Manila.
Although GIGIL might seem like an overnight sensation, Hernandez and Abesamis each bring over two decades of industry expertise. Hernandez, an ambitious visionary from a young age, was set on a career in visual arts, especially advertising. He graduated Magna Cum Laude and as the top of his Advertising class at the University of Santo Tomas, and embarked on his professional journey at JWT Manila. Despite some regrets about advancing through the ranks too swiftly and missing opportunities to experiment and learn from failure, Hernandez followed a consistent path from Art Director to Creative Director to Executive Creative Director, moving through JWT, DM9, and Young & Rubicam. It was during his time at Y&R that he and Abesamis joined forces and decided to establish their agency.
Raised by a Mechanical Engineer and a leading insurance sales agent, Herbert Hernandez was surrounded by inspiring role models from an early age. He attributes his resilience, analytical mindset, and proactive nature to his parents. Balancing his education with a wide array of interests, Hernandez has soared to new heights, continuously reaching for greater achievements. As GIGIL stands ready to face a fresh set of challenges, Hernandez is certainly a figure to keep an eye on.
GIGIL is Seeking Risk-Takers
Hernandez and Abesamis understand that GIGIL’s success hinges on their clients’ willingness to embrace risk. Without companies ready to venture beyond the norm, their capacity to craft truly memorable campaigns would be greatly constrained. As they introduce the Philippines’ distinctive blend of quirky, offbeat humor to global audiences, they eagerly anticipate partnering with new clients who value the unique edge GIGIL brings to the table.
Boasting years of expertise, a top-tier team, and a mission to spread Filipino advertising brilliance globally, GIGIL, along with Hernandez and Abesamis, is set for the next exciting phase of their impressive ascent. True to their campaign style, GIGIL is “begs to be talked about” and is poised to offer plenty of engaging content in the years ahead.
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