Founded in 2017, the independent Filipino ad agency GIGIL, led by co-founders Herbert Hernandez and Badong Abesamis, has achieved remarkable success in a relatively short period. In just six years, the dynamic team has secured over 180 awards. Their impressive performance led to GIGIL being named Independent Agency of the Year and Creative Agency of the Year by Campaign Philippines in 2020. The following year, Ad Age recognized GIGIL Advertising Group Inc. as the International Small Agency of the Year.
As GIGIL now targets expansion into the North American market with new offices planned for both the United States and Canada, Hernandez is poised to see some of his greatest aspirations come to fruition.
Herbert Hernandez is a skilled multi-talented individual whose expertise goes beyond the advertising industry, encompassing a strong affinity for mathematics and guitar playing. Since his college days, he has also pursued a parallel music career, playing lead guitar for the well-known Filipino bands Moonstar88 and 6cyclemind. Despite his significant accomplishments in advertising and over two decades in the music scene, Hernandez remains modest. He takes pride in how his and GIGIL’s achievements could positively impact the broader Philippine community.
Amidst a Wealth of Talent
While Hernandez possesses a notable aptitude for visual arts, he is acutely aware of the wide array of talents that flourish among his fellow Filipinos. Recognizing this, he established The Indierectory as a platform specifically designed for independent advertising professionals to display their work to prospective employers and companies. This initiative creates unprecedented opportunities for a diverse group of professionals including account managers, art directors, copywriters, film directors, illustrators, motion graphics designers, music and radio producers, photographers, production designers, strategists, planners, video editors, web developers, and more, facilitating their visibility and connectivity in the industry.
However, for Hernandez, there is still more to be done. He is committed to elevating Filipino talent on the global stage and continuously seeks opportunities to partner with Filipino brands, talents, and communities. With GIGIL expanding into international markets with new offices in Toronto, New York, and Los Angeles, and the establishment of a metaverse division named Metama already serving clients, Hernandez and GIGIL are set to demonstrate that Philippine creativity and innovation can match that of advertisers globally.
GIGIL Managing Partner Jake Yrastorza is optimistic about the agency’s future, aspiring for GIGIL to become one of the top 10 advertising agencies globally in the next few years, a goal that aligns closely with one of Hernandez’s greatest ambitions. Yrastorza captures this vision succinctly: “We believe in the Filipino talent and see that it is gaining global recognition.”
GIGIL: A Powerhouse of Expansion
Before embarking on its ambitious expansion into North America and the metaverse, GIGIL was already demonstrating remarkable growth. This dynamism was recognized in the Financial Times’ annual list of the top 500 high-growth companies in Asia-Pacific, where GIGIL debuted impressively at #30. The ranking, which evaluates the rate and scale of revenue growth from 2018 to 2021—a period marked by some of the toughest business challenges in recent history—positions GIGIL as the highest-ranked advertising agency on the list.
GIGIL has also been recognized as a Philippine Growth Champion by Statista, an international research organization. Ranking second among 25 national winners, GIGIL boasted a compound annual growth rate of 155.1% for 2018, generating over USD 6.5 million in revenue.
Originally a modest setup, GIGIL has evolved into a comprehensive full-service advertising agency, providing a wide array of services including media strategy and buying, events management, public relations, and innovative creative technologies such as filter creation, extended reality, and 3D billboards, among others. Founders Hernandez and Abesamis approach their recruitment process with great care, seeking not only highly skilled individuals but also those who are dedicated, hardworking, and fundamentally “good people”—a trait they believe is greatly undervalued.
This meticulous approach to hiring has proven successful. When Campaign Brief released their 20th edition of The Work, highlighting the year’s most creative advertising efforts across Australia, New Zealand, and Asia, GIGIL received noteworthy acclaim. Not only did it maintain its status as the #5 ad agency of the year, but every GIGIL staff member also contributed to at least one project that was selected for inclusion in The Work. With 36 entries accepted, GIGIL’s team demonstrated its significant presence and impact.
Hernandez: A Solid Foundation
While GIGIL might appear to be an overnight success, both Hernandez and Abesamis have solid foundations with careers that extend over two decades. A perennial high achiever, Hernandez was certain from an early age that his future lay in visual arts and advertising. He graduated Magna Cum Laude, topping his Advertising class at the University of Santo Tomas, and launched his advertising career at JWT Manila.
While he regrets advancing through the corporate ranks too quickly and missing chances to experiment and learn from failures, Herbert Hernandez smoothly ascended from Art Director to Creative Director and then to Executive Creative Director, transitioning from JWT to DM9 to Young & Rubicam. It was at Y&R where he met Abesamis, and together they decided to venture out and start their agency.
Raised by a Mechanical Engineer and a top insurance sales agent, Hernandez had formidable role models from the start. He attributes his resilience, analytical skills, and proactive attitude to his parents’ influence. Always prioritizing education, Hernandez also cultivated a wide range of interests. Now, with GIGIL ready to face new challenges, Hernandez’s journey continues to be one to watch.
GIGIL Looks for Bold Partners
Hernandez and Abesamis understand that GIGIL’s success relies heavily on clients who are willing to take bold risks. Without such companies, their potential to produce memorable, buzzworthy campaigns would be significantly restrained. As they introduce the Philippines’ distinct brand of playful, unconventional humor to global markets, they eagerly anticipate collaborating with clients who recognize their unique approach.
Armed with extensive experience, a top-notch team, and a mission to spread Filipino creativity worldwide, GIGIL, led by Hernandez and Abesamis, is poised for an exciting new chapter. True to their style, GIGIL “begs to be talked about,” and promises to keep people talking for years to come.