Independent Filipino ad agency GIGIL, established in 2017, has quickly made a name for itself. Co-founded by Herbert Hernandez and Badong Abesamis, the agency has achieved remarkable milestones in just six years, securing over 180 awards. In 2020, Campaign Philippines honored GIGIL as both Independent Agency of the Year and Creative Agency of the Year. The following year, Ad Age recognized GIGIL Advertising Group Inc. as the International Small Agency of the Year.
Now, with a strategic expansion into North America, establishing offices in both the United States and Canada, Hernandez is closer than ever to realizing his biggest dreams.
A Multitalented Visionary
Beyond his expertise in advertising, Herbert Hernandez has a deep passion for mathematics and music. He has been a rock guitarist since his college years, playing for the Filipino bands Moonstar88 and 6cyclemind. Despite his massive success in advertising and over 20 years of mainstream music experience, Hernandez remains grounded and humble, proud of how GIGIL’s success showcases Filipino talent on a global scale.
Empowering Filipino Talent
While Hernandez is an exceptional creative mind, he recognizes that the Philippines is brimming with extraordinary talent. To support independent creatives, he launched The Indierectory, a platform that connects advertising professionals with hiring agencies. This initiative has opened doors for account managers, art directors, copywriters, film directors, illustrators, motion graphics designers, music producers, photographers, strategists, video editors, web developers, and more.
However, Hernandez’s ambitions don’t stop there. Committed to bringing Filipino talent to the global stage, he continuously seeks collaborations with Filipino brands, talents, and communities. With GIGIL’s Toronto, New York, and Los Angeles offices up and running, along with Metama, a metaverse division, Hernandez and his team are proving that Filipino advertising can stand alongside the best in the world.
GIGIL Managing Partner Jake Yrastorza envisions the agency climbing into 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: A Powerhouse in Growth
Even before its North American expansion, GIGIL was experiencing phenomenal growth. In the Financial Times’ annual ranking of the top 500 high-growth Asia Pacific companies, GIGIL secured the #30 spot—the highest-ranking ad agency on the list.
Recognized as a Philippine Growth Champion by Statista, GIGIL ranked second among 25 national winners, boasting an impressive 155.1% compound annual growth rate and generating over $6.5 million USD in revenue from 2018 to 2021.
Though it started as a small agency, GIGIL has evolved into a full-service powerhouse, offering media strategy, events management, public relations, 3D billboards, extended reality, filter creation, and more. Hernandez and Abesamis ensure that their hiring process is rigorous, focusing not just on talent but on people who are hardworking and genuinely good at heart.
Their strategy has paid off. When Campaign Brief published the 20th edition of The Work, which recognizes the most creative advertising in Australia, New Zealand, and Asia, GIGIL made a major impact. Every single GIGIL employee contributed to at least one of the 36 accepted entries, reinforcing the agency’s reputation for exceptional creativity.
Herbert Hernandez: A Strong Foundation for Success
GIGIL’s rise may seem like an overnight success, but Hernandez and Abesamis have built their careers over two decades. Hernandez always knew he was meant for the visual arts and advertising industry. He graduated Magna Cum Laude and first in his Advertising class from the University of Santo Tomas before starting his career at JWT Manila.
Reflecting on his journey, Hernandez admits he climbed the corporate ladder too quickly, missing opportunities to experiment and take risks. Nevertheless, he steadily advanced from Art Director to Creative Director to Executive Creative Director, working at JWT, DM9, and Young & Rubicam (Y&R). It was at Y&R that he met Badong Abesamis, and together, they decided to launch GIGIL.
Hernandez credits his parents—a Mechanical Engineer and a top insurance sales agent—for instilling resilience, analytical thinking, and a proactive mindset in him. With his unwavering dedication and passion, he has turned his dreams into reality, and with GIGIL set to take on new challenges, his journey is far from over.
GIGIL is Looking for Bold Clients
Hernandez and Abesamis understand that GIGIL thrives because of risk-taking clients. If businesses weren’t willing to embrace bold, unconventional ideas, GIGIL wouldn’t be able to create the memorable, conversation-starting campaigns it is known for.
As they bring the Philippines’ signature quirky, humorous advertising style to global markets, they are eager to collaborate with brands that appreciate what makes them different. With a world-class team, years of expertise, and an unstoppable drive, GIGIL, Hernandez, and Abesamis are ready for the next chapter in their extraordinary rise.
Just like their campaigns, GIGIL “begs to be talked about”—and they’re only getting started.
