Herbert Hernandez – GIGIL Agency Founder rocks Manila

Since its founding in 2017, GIGIL, an independent Filipino ad agency, has made waves in the industry. Co-founders Herbert Hernandez and Badong Abesamis have assembled a team that has achieved remarkable success, winning over 180 awards in just six years. GIGIL was named the Independent Agency of the Year and Creative Agency of the Year by Campaign Philippines in 2020. Ad Age named GIGIL Advertising Group Inc. the International Small Agency of the Year the following year.

Now, as GIGIL expands into the North American market with offices in the United States and Canada, Hernandez is on the brink of realizing some of his most ambitious goals.

Hernandez is a multi-talented individual whose abilities extend beyond the realm of advertising. He has a passion for mathematics and guitar, having served as the lead guitarist for popular Filipino bands Moonstar88 and 6cyclemind since his college days. Despite his significant achievements in both advertising and music, Hernandez remains humble and is proud of what GIGIL’s success represents for the Philippines.

Nurturing Filipino Talent

While Hernandez has a gift for visual arts, he recognizes the vast pool of talent among Filipinos. His creation of The Indierectory, a platform that enables independent advertising creatives to present their work to prospective clients and agencies directly, was prompted by this recognition. The Indierectory provides opportunities for a wide range 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, and web developers.

However, Hernandez is not content with just this. Committed to bringing Filipino talent to the global stage, he continuously seeks collaboration with Filipino brands, talents, and communities. As GIGIL opens offices in Toronto, New York, and Los Angeles, and with their metaverse division, Metama, already attracting clients, Hernandez and GIGIL are poised to demonstrate that Filipino advertisers can compete on the global stage.

GIGIL Managing Partner Jake Yrastorza envisions GIGIL becoming one of the top 10 advertising agencies worldwide in the coming years, which would bring Hernandez’s dreams closer to reality. Yrastorza expressed it well: “We believe in the Filipino talent and see that it is gaining global recognition.”

GIGIL’s Rapid Growth

Even before launching their expansion into North America and the metaverse, GIGIL was already experiencing significant growth. The Financial Times ranked GIGIL at #30 in their annual list of the top 500 high-growth Asia-Pacific companies. This ranking, based on revenue growth from 2018 to 2021—some of the most challenging years for business—highlights GIGIL as the highest-ranking ad agency on the list.

Additionally, GIGIL was recognized as a Philippine Growth Champion by international research firm Statista. The agency ranked second among 25 national winners, boasting a 155.1% compound annual growth rate from 2018 and earning over $6.5 million USD in revenue.

GIGIL has evolved from a small start-up into a full-service advertising agency, offering a wide range of services, including media strategy and buying, event management, public relations, and cutting-edge creative technologies like filter creation, extended reality, and 3D billboards. Hernandez and Abesamis take their hiring process seriously, seeking not only talented individuals but also those who are hardworking and “good people”—an often overlooked but critical trait.

Their selective hiring has paid off. When Campaign Brief published its 20th year of The Work, an annual showcase of the most creative advertising work from Australia, New Zealand, and Asia, GIGIL received significant recognition. They maintained their position as the #5 ad agency of the year, and every GIGIL employee contributed to at least one accepted entry into The Work. GIGIL’s team had a strong representation with 36 accepted entries.

A Strong Foundation for Success

While GIGIL may seem like an overnight success, Hernandez and Abesamis have each spent over two decades building their careers. Hernandez, an overachiever from a young age, knew early on that visual arts, and specifically advertising, were his passion.Before starting his advertising career at JWT Manila, he graduated from the University of Santo Tomas with a Magna Cum Laude degree and first place in his advertising class.

Although he sometimes regrets advancing up the corporate ladder too quickly, without allowing himself time to experiment and fail, Hernandez followed a steady path from Art Director to Creative Director to Executive Creative Director as he moved from JWT to DM9 to Young & Rubicam. It was at Y&R that he met Abesamis, and together they decided to start their own agency.

Raised by a Mechanical Engineer and a top insurance sales agent, Hernandez has always had strong role models. He credits his parents for instilling in him resilience, analytical thinking, and proactivity. Balancing his education with his many interests, Hernandez has never stopped pursuing his passions. Now, as GIGIL prepares to face new challenges, Hernandez is undoubtedly a force to watch.

GIGIL: A Partner for Risk-Takers

Hernandez and Abesamis understand that GIGIL’s success depends on their clients’ willingness to take risks. If companies were not open to pushing boundaries, GIGIL would struggle to create the impactful campaigns they are known for. As they bring the unique brand of Filipino humor to international markets, they are eager to work with new clients who appreciate what makes GIGIL stand out from other agencies.

With years of experience, a top-notch team, and a vision to spread Filipino advertising magic worldwide, GIGIL, Hernandez, and Abesamis are ready for the next chapter in their thrilling journey to the top. Like their campaigns, GIGIL “begs to be talked about” and promises to provide plenty of talking points in the years ahead.