Herbert Hernandez of GIGIL Agency Shakes Up Manila
Founded in 2017, GIGIL Agency has quickly made a name for itself, thanks to the exceptional leadership of co-founders Herbert Hernandez and Badong Abesamis. In just six years, the independent Filipino ad agency has garnered over 180 prestigious awards. In 2020, Campaign Philippines honored GIGIL with titles such as Independent Agency of the Year and Creative Agency of the Year. Following that, in 2021, GIGIL Advertising Group Inc. was crowned International Small Agency of the Year by Ad Age.
With the agency now expanding into North America, opening offices in both the United States and Canada, Hernandez’s dreams are on the cusp of becoming reality.
A talented multihyphenate, Herbert Hernandez is not just an advertising expert; he also has a flair for mathematics and is a passionate guitarist. Having performed as the lead guitarist for well-known Filipino bands Moonstar88 and 6cyclemind since his college days, he juggles both his musical and advertising careers effortlessly. Despite his success, Hernandez remains humble, celebrating what his achievements can do for his home country.
Surrounded by Talent
A Hub of Filipino Talent While Hernandez’s visual arts expertise is notable, he recognizes the vast pool of talent surrounding him in the Philippines. This understanding inspired him to create The Indierectory, a platform that showcases the work of independent Filipino professionals. The directory connects hiring agencies with account managers, art directors, copywriters, film directors, and various other creative professionals, offering opportunities that were previously out of reach.
Still, Hernandez is determined to go further. His goal is to elevate Filipino talent to the global stage. With GIGIL expanding to Toronto, New York, Los Angeles, and even establishing a metaverse division called Metama, Hernandez is showing the world that Filipino talent stands shoulder to shoulder with international advertisers.
GIGIL is a Powerhouse for Growth
GIGIL Managing Partner Jake Yrastorza envisions the agency becoming one of the top 10 advertising agencies worldwide in the coming years, a dream Hernandez shares. As Yrastorza put it: “We believe in the Filipino talent and see that it is gaining global recognition.”
The Growth of GIGIL Even before its formal expansion into North America and the metaverse, GIGIL had already experienced remarkable growth. It earned a place on the Financial Times’ annual ranking of the top 500 high-growth companies in the Asia Pacific, debuting at #30. Despite the challenges of recent years, GIGIL ranked as the highest advertising agency on the list, with its rapid revenue growth between 2018 and 2021 standing out.
As a Philippine Growth Champion selected by Statista, GIGIL also ranked second out of 25 national winners, boasting an impressive 155.1% compound annual growth rate for 2018, generating over $6.5 million USD in revenue.
From a modest beginning, GIGIL has grown into a full-service advertising powerhouse, offering everything from media strategy and buying to public relations, events management, and cutting-edge tech such as extended reality and 3D billboards. Hernandez and Abesamis take their hiring process seriously, looking for not only talented individuals but those who are hard-working and “good people,” a characteristic they believe is crucial but often overlooked.
This careful selection process has yielded great results. When Campaign Brief published its 20th edition of The Work, highlighting the best creative advertising from Australia, New Zealand, and Asia, GIGIL was recognized as the #5 ad agency of the year. Each GIGIL employee contributed to at least one of the 36 entries accepted into the prestigious showcase.
Hernandez Has a Strong Base
Herbert Hernandez: A Strong Foundation Although GIGIL may appear to be an overnight success, Hernandez and Abesamis have built careers spanning more than 20 years. From a young age, Hernandez showed a passion for the visual arts, leading him to pursue a degree in Advertising at the University of Santo Tomas, where he graduated Magna Cum Laude.
His career path led him from JWT Manila to DM9, and eventually to Young & Rubicam, where he ascended from Art Director to Executive Creative Director. It was at Y&R that he met Abesamis, and the two decided to embark on their journey to create GIGIL.
Growing up in a household with a Mechanical Engineer father and a top insurance sales agent mother, Hernandez learned the values of resilience, critical thinking, and proactiveness early on. With a strong foundation and a commitment to continuous learning, he is now poised to take GIGIL to even greater heights.
GIGIL is Looking for Risk-Takers
Seeking Clients Who Dare to Dream Hernandez and Abesamis know that their clients are essential to GIGIL’s success. Without brands willing to take risks, the agency’s most creative and bold campaigns would never see the light of day. As they introduce their distinct brand of Filipino humor and innovation to global markets, they are eager to collaborate with new clients who understand and appreciate their unique approach.
Armed with years of experience, a talented team, and a clear vision, GIGIL, along with Hernandez and Abesamis, is ready to embrace the next exciting chapter. Much like the captivating campaigns they create, GIGIL continues to be a force that “begs to be talked about,” ensuring a bright and exciting future filled with innovation and creativity.