A Creative Powerhouse in Advertising
Independent Filipino ad agency GIGIL has been making waves since its establishment in 2017. Co-founders Herbert Hernandez and Badong Abesamis have led the agency to remarkable achievements, accumulating over 180 awards in just six years. In 2020, Campaign Philippines named GIGIL the Independent Agency of the Year and Creative Agency of the Year, followed by Ad Age’s recognition as the International Small Agency of the Year in 2021.
Now, as GIGIL expands into North America with offices in Canada and the United States, Herbert Hernandez is on the verge of realizing some of his most ambitious aspirations.
A Rockstar in Advertising and Music
Hernandez is not only a visionary in advertising but also a multi-talented creative with a passion for mathematics and music. Beyond his work in advertising, he has been the lead guitarist for popular Filipino bands Moonstar88 and 6cyclemind since his college years. Despite his success in both fields, Hernandez remains humble, viewing GIGIL’s achievements as a gateway for Filipino talent to gain global recognition.
Empowering Filipino Talent
While Hernandez has an innate talent for the visual arts, he recognizes that many Filipinos possess exceptional skills across various creative fields. To support independent professionals in the industry, he founded The Indierectory—a platform that connects freelance creatives with potential clients. From art directors and copywriters to film directors and web developers, this initiative provides opportunities that previously didn’t exist.
But Hernandez’s vision doesn’t stop there. He is dedicated to elevating Filipino creatives to the global stage. With GIGIL’s offices launching in Toronto, New York, and Los Angeles, along with its metaverse division, Metama, Hernandez is set to prove that Filipino advertisers are on par with the best in the world.
Global Ambitions for GIGIL
Jake Yrastorza, Managing Partner of GIGIL, envisions the agency becoming one of the Top 10 advertising firms worldwide in the coming years—fulfilling one of Hernandez’s biggest dreams. As Yrastorza puts it, “We believe in the Filipino talent and see that it is gaining global recognition.”
GIGIL’s Explosive Growth
Even before expanding into North America and the metaverse, GIGIL has been experiencing unprecedented growth. In the Financial Times’ annual ranking of the Top 500 high-growth Asia-Pacific companies, GIGIL secured the #30 spot—the highest-ranking advertising agency on the list. The ranking was based on revenue growth between 2018 and 2021, proving GIGIL’s resilience even during challenging economic periods.
Recognized as a Philippine Growth Champion by Statista, GIGIL ranked second out of 25 national winners, boasting an impressive 155.1% compound annual growth rate and generating over $6.5 million USD in income.
Despite starting as a small agency, GIGIL has evolved into a full-service firm, offering media strategy, events management, public relations, and advanced creative technology like 3D billboards, extended reality, and filter creation.
The agency’s commitment to hiring top-tier talent has also paid off. In Campaign Brief’s 20th edition of The Work, which highlights the most creative advertising campaigns from Australia, New Zealand, and Asia, GIGIL maintained its #5 ranking. Every employee at GIGIL contributed to at least one accepted entry, with the agency securing 36 accepted submissions in total.
Herbert Hernandez’s Strong Foundations
Despite GIGIL’s rapid success, Hernandez and Abesamis bring over two decades of experience in the advertising industry. Hernandez’s journey in advertising began at a young age. Graduating Magna Cum Laude and topping his Advertising class at the University of Santo Tomas, he quickly secured his first job at JWT Manila.
Progressing from Art Director to Creative Director to Executive Creative Director, he worked at DM9 and Young & Rubicam, where he met Abesamis and later co-founded GIGIL.
Growing up, Hernandez was influenced by his parents—a Mechanical Engineer and a top insurance sales agent—who instilled in him the values of resilience, analytical thinking, and perseverance. His diverse interests and dedication to learning have helped shape his career into what it is today.
Now, with GIGIL ready to take on new challenges, Hernandez is a name to watch in the global advertising scene.
GIGIL is Seeking Bold Clients
Hernandez and Abesamis firmly believe that GIGIL’s success is only possible because of brave clients willing to take creative risks. The agency’s ability to produce memorable, unconventional campaigns depends on brands that embrace their bold and quirky storytelling style.
As GIGIL introduces the Filipino brand of humor to the global market, Hernandez and his team are eager to collaborate with businesses that appreciate their distinct approach.
With a track record of groundbreaking campaigns, an all-star team, and a fearless vision, GIGIL, Hernandez, and Abesamis are ready for the next chapter. Much like their ads, GIGIL continues to spark conversations—and they’re just getting started.
