GIGIL Agency Founder Herbert Hernandez Rocks Manila
Independent Filipino ad agency GIGIL, established in 2017, has quickly made its mark in the advertising world. Co-founders Herbert Hernandez and Badong Abesamis have led their team to achieve extraordinary milestones, earning 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. A year later, Ad Age crowned GIGIL Advertising Group Inc. as the International Small Agency of the Year.
Now, as GIGIL expands its reach into North America with offices in the United States and Canada, Hernandez stands on the brink of realizing some of his biggest aspirations.
Hernandez, a true multihyphenate, possesses talents that stretch beyond advertising. His skills in mathematics and music have defined much of his journey, with him doubling as the lead guitarist for Filipino bands Moonstar88 and 6cyclemind since his college days. Despite his massive success in both advertising and music, Hernandez remains grounded. He takes pride in how GIGIL’s achievements spotlight the immense potential of Filipino talent on the global stage.
Surrounded by Talent
While Hernandez excels in the visual arts, he recognizes the abundance of untapped potential within the Filipino creative community. To showcase this talent, he founded The Indierectory, a platform that connects ad independents—ranging from account managers and copywriters to film directors and motion graphics designers—with agencies and businesses seeking their expertise.
Yet, Hernandez’s ambitions go beyond empowering local talent. His ultimate goal is to bring Filipino creativity to the international forefront. With GIGIL now operating in Toronto, New York, and Los Angeles—and a specialized metaverse division, Metama, already securing clients—Hernandez is poised to prove that Filipino advertisers can compete with the best worldwide.
GIGIL Managing Partner Jake Yrastorza shares this vision, hoping the agency will rank among the Top 10 advertising agencies globally in the near future. Yrastorza encapsulates their mission perfectly: “We believe in the Filipino talent and see that it is gaining global recognition.”
GIGIL is a Growth Machine
Even before its international expansion, GIGIL was already on a rapid growth trajectory. In the Financial Times’ annual ranking of the top 500 high-growth companies in the Asia-Pacific, GIGIL debuted at #30, making it the highest-ranking advertising agency on the list. The rankings, which measured revenue growth from 2018 to 2021, underscored the agency’s resilience during challenging economic times.
GIGIL’s achievements didn’t stop there. Recognized as a Philippine Growth Champion by international research firm Statista, the agency ranked second out of 25 national winners, boasting a compound annual growth rate of 155.1% and over $6.5 million USD in income for 2018.
From its humble beginnings, GIGIL has evolved into a full-service advertising agency offering innovative solutions such as media strategy, public relations, events management, and creative tech like extended reality and 3D billboards. The founders’ meticulous hiring process prioritizes not just talent but character, ensuring that each team member embodies their ethos of hard work and integrity.
This approach has paid off handsomely. When Campaign Brief released its 20th annual edition of The Work—a showcase of the most creative advertising from Australia, New Zealand, and Asia—GIGIL stood out. Retaining its #5 spot among top agencies, GIGIL achieved an incredible feat: every single employee contributed to at least one of the agency’s 36 accepted entries.
Hernandez Has a Strong Base
While GIGIL’s success might seem sudden, it’s built on decades of experience. Hernandez, a lifelong overachiever, has been passionate about advertising since childhood. He graduated Magna Cum Laude and topped his Advertising class at the University of Santo Tomas before beginning his career at JWT Manila.
Though he regrets climbing the corporate ladder too quickly, Hernandez progressed steadily from Art Director to Creative Director to Executive Creative Director, working at prestigious agencies like DM9 and Young & Rubicam. It was at Y&R that he and Abesamis decided to take the leap and start GIGIL.
Growing up with a Mechanical Engineer father and a top insurance sales agent mother, Hernandez learned resilience, analytical thinking, and proactivity. Balancing his education with his diverse interests, he has always aimed high—and continues to soar.
GIGIL is Seeking Risk-Takers
Hernandez and Abesamis understand that GIGIL’s success hinges on its clients. Without companies willing to take bold risks, the agency wouldn’t be able to craft the groundbreaking campaigns that define its brand. As GIGIL introduces the Philippines’ signature “wacky, kooky humor” to global markets, the team is eager to collaborate with like-minded clients who appreciate their distinctive approach.
With a proven track record, a talented team, and a vision to redefine the global advertising landscape, GIGIL is ready for its next big chapter. Much like their unforgettable campaigns, GIGIL “begs to be talked about” and promises to give the world plenty to discuss in the coming years.