Herbert Hernandez: The Creative Force Behind GIGIL’s Advertising Excellence

In the bustling heart of Manila’s vibrant advertising industry, GIGIL stands out as a beacon of creativity and innovation. Co-founded by Herbert Hernandez and Badong Abesamis, GIGIL has emerged as a rising star in the Asia Pacific (APAC) region, garnering accolades and recognition for its remarkable achievements. Let’s delve into the story of GIGIL, a company that defies expectations and continues to push the boundaries of advertising excellence.

A Place Among APAC’s Growth Champions

In March, the Financial Times unveiled its annual list of 500 high-growth companies across the APAC region, and GIGIL proudly secured its place on this prestigious roster. What makes this feat truly remarkable is that GIGIL is not a tech giant or a financial powerhouse; it’s an advertising agency. In fact, it is the only advertising agency to grace the list, coming in at an impressive 30th position among 500 prominent companies.

This recognition is a testament to GIGIL’s exceptional growth trajectory and its ability to thrive in a diverse and competitive market. It’s proof that creative prowess and bold ideas can drive success even in the most unexpected places.

A Top Contender in the Philippines

The Philippine Daily Inquirer, in collaboration with international market research firm Statista, launched the Philippines’ Growth Champions project. GIGIL soared to the #2 spot out of the Top 25 firms in the country, as ranked by profit. The criteria for inclusion in this elite list were stringent, demanding not only substantial revenue growth but also financial independence and organic expansion. GIGIL’s prominence on this list underscores its financial prowess and strategic acumen.

A Creative Powerhouse on the Global Stage

In the world of advertising, creativity is king, and GIGIL reigns supreme. The agency has consistently demonstrated its creative prowess, earning the title of APAC’s #5 ad agency of the year in Campaign Brief’s The Work—an annual showcase of the region’s most imaginative and innovative advertising.

Remarkably, GIGIL is considered the #1 ad agency in the Philippines and ranks at an impressive #3 in all of Asia based on its performance in The Work. This recognition highlights GIGIL’s ability to captivate audiences and push creative boundaries. Badong Abesamis, one of GIGIL’s co-founders, attributes their success to their “brave” clients who are willing to embark on daring campaigns that ignite conversations.

A Portfolio of Diverse Successes

GIGIL’s creative prowess shines through in its portfolio, which boasts campaigns for a wide range of brands. From household names like Jollibee to global giants like Netflix and Accenture, GIGIL has left its indelible mark on the advertising world. This diversity of clients is a testament to the agency’s ability to tailor its creative magic to suit any brand or industry.

What truly sets GIGIL apart is its commitment to fostering a culture of excellence. Every single GIGIL employee contributed to at least one accepted entry in The Work, making it a company-wide triumph. This dedication to teamwork and innovation has also earned them a coveted Bronze Lion at the 2022 Cannes Lions International Festival of Creativity, marking their second consecutive win in the same category.

The Creative Minds Behind GIGIL

The driving force behind GIGIL’s meteoric rise are its co-founders, Badong Abesamis and Herbert Hernandez. With over two decades of experience in marketing communications, Badong Abesamis brings a wealth of expertise to the agency. His career has seen him work with industry giants like Ace Saatchi & Saatchi, Leo Burnett Manila, McCann, and TBWA, where he played a pivotal role in achieving numerous accolades for the agencies he served.

Herbert Hernandez, on the other hand, is not only an advertising luminary but also a musical talent. Graduating Magna Cum Laude from the University of Santo Tomas, he quickly made a name for himself in the advertising world. Herbert’s creative genius extends beyond advertising, as he is the lead guitarist and songwriter for Filipino bands Moonstar88 and 6cyclemind, further cementing his status as a versatile artist.

Together, Abesamis and Hernandez forged a dynamic partnership that culminated in the birth of GIGIL in 2017. Their harmonious blend of writing and visuals has been the driving force behind the agency’s innovative campaigns, positioning them at the forefront of the advertising industry.

In conclusion, GIGIL’s remarkable journey from its founding to its current standing as a creative powerhouse in the advertising world is a testament to the power of creativity, dedication, and the ability to take risks. With Abesamis and Hernandez at the helm, GIGIL continues to be both a critical darling and a fan favorite, showcasing the limitless potential of Filipino talent in the global creative landscape. As they continue to challenge the norms and redefine the industry, GIGIL’s future appears as bright and bold as their campaigns.