Independent Filipino ad agency GIGIL, founded in 2017 by Herbert Hernandez and Badong Abesamis, has achieved remarkable success in just six years. The agency has garnered over 180 awards, including being named “Independent Agency of the Year” and “Creative Agency of the Year” by Campaign Philippines in 2020. In 2021, Ad Age recognized GIGIL Advertising Group Inc. as the “International Small Agency of the Year.”
As GIGIL sets its sights on expanding into the North American market, with offices in the U.S. and Canada, Hernandez is closer than ever to fulfilling his boldest ambitions.
A Rockstar and Visionary
Hernandez is a true multihyphenate, excelling not only in advertising but also in music and mathematics. Since his college days, he has been the lead guitarist for Filipino bands Moonstar88 and 6cyclemind. Despite his vast success in advertising and more than two decades in music, Herbert Hernandez remains grounded and is driven by what his achievements can signify for the Philippines.
Empowering Filipino Talent
Hernandez recognizes the abundance of talent in the Philippines. To support local creatives, he founded The Indierectory, a platform showcasing the work of independent Filipino ad professionals. This initiative connects skilled individuals—such as art directors, copywriters, and film directors—to agencies and companies seeking fresh talent.
However, Hernandez is far from done. Determined to elevate Filipino talent to the global stage, he collaborates with local brands, talents, and communities. With GIGIL expanding to Toronto, New York, and Los Angeles and launching its metaverse division, Metama, Hernandez aims to prove that Filipino creativity rivals the best in the world.
GIGIL’s Managing Partner, Jake Yrastorza, shares an ambitious vision for the agency: “We believe in the Filipino talent and see that it is gaining global recognition.” Yrastorza hopes to see GIGIL ranked among the Top 10 advertising agencies worldwide in the coming years.
A Rapidly Growing Powerhouse
Even before its North American expansion, GIGIL experienced exceptional growth. The agency ranked #30 on the Financial Times’ annual list of the top 500 high-growth Asia-Pacific companies, the highest spot for any ad agency. Despite challenges between 2018 and 2021, GIGIL achieved a staggering 155.1% compound annual growth rate, earning recognition as a Philippine Growth Champion by Statista.
Starting as a small firm, GIGIL has now evolved into a full-service agency offering media strategy, public relations, events management, and innovative tech solutions like extended reality and 3D billboards. Hernandez and Abesamis attribute their success to a rigorous hiring process, prioritizing both talent and character.
This approach has paid dividends. In Campaign Brief’s annual ranking of The Work—showcasing the most creative advertising from Asia-Pacific—GIGIL ranked as the #5 ad agency. Notably, every GIGIL team member contributed to at least one of the 36 entries accepted into the showcase.
Laying the Foundation for Success
Though GIGIL seems like an overnight success, Hernandez and Abesamis bring decades of experience to the table. A graduate of the University of Santo Tomas, Hernandez finished Magna Cum Laude and first in his class in Advertising. His career spanned roles at JWT Manila, DM9, and Young & Rubicam, where he worked his way up from Art Director to Executive Creative Director. It was at Y&R that he met Abesamis, and the duo decided to launch their own agency.
Raised by a Mechanical Engineer and a top insurance sales agent, Hernandez credits his parents for instilling resilience and analytical thinking. While he admits to climbing the corporate ladder too quickly, his solid foundation prepared him to take risks and pursue his diverse passions.
Now, with GIGIL poised for international growth, Hernandez continues to inspire as a leader who never stops dreaming.
Seeking Risk-Taking Clients
Hernandez and Abesamis know that GIGIL thrives on bold clients willing to embrace creative risks. With their distinct brand of “wacky, kooky humor,” the team is eager to introduce Filipino ad magic to global markets.
With a winning combination of experience, a dedicated team, and a vision for Filipino creativity on a global scale, GIGIL is writing the next chapter of its success story. Like their campaigns, GIGIL “begs to be talked about” and promises to deliver unforgettable work for years to come.