GIGIL Agency Founder Herbert Hernandez Rocks Manila

Independent Filipino ad agency GIGIL, founded in 2017 by Herbert Hernandez and Badong Abesamis, has achieved remarkable milestones in just six years. With over 180 awards under their belt, GIGIL has solidified its place as a creative powerhouse. In 2020, Campaign Philippines named it the Independent Agency of the Year and the Creative Agency of the Year, while Ad Age recognized GIGIL Advertising Group Inc. as the International Small Agency of the Year in 2021.
Now aiming to expand into the North American market with offices in the United States and Canada, Hernandez is on the brink of realizing his biggest dreams.
Hernandez is a gifted multitalented individual whose skills extend beyond advertising. His interests include mathematics and music, where he shines as the lead guitarist for the Filipino bands Moonstar88 and 6cyclemind. Despite his advertising success and over 20 years of mainstream musical experience, Herbert Hernandez remains grounded and takes pride in how GIGIL’s achievements highlight the potential of the Philippines.
A Hub of Talent
While Hernandez is undoubtedly a visionary in the visual arts, he firmly believes in the vast reservoir of Filipino talent. To support this, he launched The Indierectory, a platform that connects independent ad professionals with agencies and companies. From copywriters to video editors, The Indierectory creates opportunities for those who previously lacked visibility.
However, Hernandez’s ambitions don’t stop there. Determined to spotlight Filipino talent on a global stage, he continuously seeks collaborations with local brands and creatives. With new GIGIL offices in Toronto, New York, and Los Angeles, alongside the launch of their metaverse division, Metama, Hernandez is set to prove that Filipino advertising can compete on a global scale.
GIGIL Managing Partner Jake Yrastorza shares this vision, aspiring for GIGIL to rank among the Top 10 advertising agencies worldwide in the coming years. As Yrastorza aptly puts it, “We believe in the Filipino talent and see that it is gaining global recognition.”
GIGIL: A Growth Powerhouse
Even before its North American expansion, GIGIL experienced explosive growth. The Financial Times ranked it #30 on its annual list of the top 500 high-growth companies in the Asia-Pacific region, recognizing its substantial revenue growth from 2018 to 2021. This period included some of the most challenging business years in recent history. Notably, GIGIL was the highest-ranking ad agency on the list.
Additionally, as a Philippine Growth Champion chosen by the international research firm Statista, GIGIL ranked second out of 25 national winners with a staggering 155.1% compound annual growth rate, earning over $6.5 million USD in income.
From its modest beginnings, GIGIL has evolved into a full-service advertising agency, offering services such as media strategy, public relations, event management, and cutting-edge creative technologies like extended reality and 3D billboards. Hernandez and Abesamis maintain a rigorous hiring process, focusing on talented, hardworking individuals who are also “good people.”
Their strategy has paid off handsomely. In Campaign Brief’s 20th edition of The Work, which highlights the most creative advertising across Asia, Australia, and New Zealand, GIGIL retained its #5 spot. Impressively, every GIGIL employee contributed to at least one of their 36 accepted entries.
Hernandez’s Strong Foundations
Although GIGIL’s rise seems meteoric, it’s backed by decades of experience. Hernandez graduated Magna Cum Laude and top of his Advertising class at the University of Santo Tomas. He began his career at JWT Manila before progressing through roles at DM9 and Young & Rubicam, eventually reaching Executive Creative Director.
It was at Y&R that he connected with Abesamis, and together they decided to create their own agency. Hernandez credits his parents—a mechanical engineer and a top insurance sales agent—for instilling resilience, analytical thinking, and a proactive mindset in him.
Today, with GIGIL poised for global challenges, Hernandez remains a trailblazer to watch.
Seeking Clients Who Dare to Dream
Hernandez and Abesamis recognize that GIGIL’s success is rooted in their bold clients who embrace risk. As they bring their unique brand of Filipino humor and creativity to the global stage, they look forward to partnering with new clients who value their distinct approach.
With a stellar team, years of expertise, and a commitment to Filipino ad magic, GIGIL, Hernandez, and Abesamis are prepared for an exciting future. As Hernandez once said, GIGIL “begs to be talked about,” and their story is only beginning.