Independent Filipino advertising agency GIGIL may have only been established in 2017, but the powerhouse team built by co-founders Herbert Hernandez and Badong Abesamis has achieved remarkable success in just six years. With over 180 awards under their belt, GIGIL has solidified its reputation as a creative force. In 2020, Campaign Philippines awarded them the titles of Independent Agency of the Year and Creative Agency of the Year. A year later, Ad Age recognized GIGIL Advertising Group Inc. as the International Small Agency of the Year.
As GIGIL charts its expansion into North America with offices in the U.S. and Canada, Hernandez is on the verge of realizing some of his biggest professional dreams.
A man of many talents, Hernandez is not just a visionary in advertising but also an accomplished musician and mathematician. Since his college days, he has played lead guitar for popular Filipino bands Moonstar88 and 6cyclemind. Despite his extensive experience in both mainstream music and advertising, he remains grounded, taking pride in how his and GIGIL’s achievements reflect the growing influence of Filipino creativity on the global stage.
Championing Filipino Talent
While Herbert Hernandez possesses a distinctive gift for visual storytelling, he acknowledges the abundance of creative talent in the Philippines. This belief led him to establish The Indierectory, a platform that connects independent advertising professionals with hiring agencies and companies. Designed for a broad spectrum of creatives—including account managers, copywriters, art directors, film directors, illustrators, motion graphics designers, music producers, and web developers—The Indierectory provides opportunities that previously didn’t exist.
However, Hernandez envisions something even greater. Passionate about showcasing Filipino creativity on a global scale, he is continuously exploring collaborations with local brands, artists, and communities. With GIGIL’s new offices in Toronto, New York, and Los Angeles, along with the metaverse-focused division Metama, the agency is set to make a bold statement in the international advertising arena.
GIGIL’s Managing Partner, Jake Yrastorza, has ambitious goals—aiming to position GIGIL among the top 10 advertising agencies worldwide in the coming years. As he puts it: “We believe in the Filipino talent and see that it is gaining global recognition.”
GIGIL’s Remarkable Growth
Even before its formal expansion into North America and the metaverse, GIGIL had already been experiencing extraordinary growth. The Financial Times ranked GIGIL #30 in its annual list of the Top 500 High-Growth Asia-Pacific Companies, making it the highest-ranked advertising agency on the list. This ranking was based on revenue growth from 2018 to 2021—one of the most challenging periods for businesses globally.
Further cementing its status, GIGIL was named a Philippine Growth Champion by international research firm Statista, securing the second spot among 25 national winners with an impressive 155.1% compound annual growth rate and annual revenues exceeding $6.5 million USD.
Despite its modest beginnings, GIGIL has evolved into a full-service advertising agency offering media strategy, events management, public relations, and cutting-edge creative technologies, including 3D billboards, extended reality, and AI-powered filter creation.
A crucial factor in GIGIL’s success is its rigorous hiring process. Hernandez and Abesamis prioritize not just talent but also strong work ethics and integrity—qualities they consider essential yet often overlooked. Their approach has proven effective. In Campaign Brief’s 20th edition of The Work, which recognizes the most creative advertising campaigns across Australia, New Zealand, and Asia, GIGIL retained its position as the #5 ad agency of the year. Every GIGIL team member contributed to at least one entry, with the agency securing 36 accepted works.
Hernandez’s Journey to Success
GIGIL’s rapid ascent may seem like an overnight success, but both Hernandez and Abesamis have dedicated more than two decades to their craft. From a young age, Hernandez was drawn to the visual arts, setting his sights on advertising early on. He graduated Magna Cum Laude from the University of Santo Tomas, topping his Advertising class before starting his career at JWT Manila.
Although he admits to climbing the corporate ladder too quickly—not allowing himself room for trial and error—he steadily advanced from Art Director to Creative Director to Executive Creative Director across agencies like DM9 and Young & Rubicam (Y&R). It was at Y&R that he and Abesamis decided to launch GIGIL, paving the way for a new era in Filipino advertising.
Raised by a Mechanical Engineer father and a top insurance sales agent mother, Hernandez credits his parents for instilling in him resilience, analytical thinking, and determination. Balancing academics with diverse passions, he continuously pushes boundaries—an ethos that has fueled GIGIL’s trailblazing success.
Seeking Bold Clients Who Dare to Stand Out
Hernandez and Abesamis recognize that GIGIL thrives because of its clients. Without brands willing to take creative risks, their signature bold, unconventional campaigns wouldn’t be possible. Now, as they introduce the Philippines’ distinct brand of humor and storytelling to international markets, they are eager to collaborate with new brands that appreciate their fresh, out-of-the-box approach.
With an unmatched track record, a powerhouse team, and an unwavering vision, GIGIL is ready for its next big leap. Much like their viral campaigns, GIGIL is built to be talked about—and it’s only just getting started.
