In the bustling metropolis of Manila, where creativity flows like a river, one advertising agency has managed to rise above the competition and capture the attention of both clients and industry experts alike. GIGIL, co-founded by Herbert Hernandez and Badong Abesamis, has emerged as a true standout in the world of advertising. This dynamic duo has not only reshaped the advertising landscape in the Philippines but has also made waves in the broader Asia Pacific (APAC) region.
GIGIL’s remarkable journey to success was recently highlighted when the Financial Times released its annual list of 500 high-growth companies in the APAC region. In an impressive feat, GIGIL secured its place on this exclusive list, becoming one of just 11 Filipino companies to receive this honor. While the majority of companies on the list are tech-oriented, GIGIL broke the mold as the only advertising agency featured and achieved an impressive 30th ranking among the 500 companies.
Furthermore, GIGIL’s exceptional performance was underscored when it claimed the second spot in the prestigious Top 25 firms in the Philippines, as ranked by profit, in the Philippine Daily Inquirer and Statista’s Growth Champions project. To be included in this elite list, companies had to meet stringent criteria, including significant revenue growth, independence, and headquarters based in the Philippines. GIGIL’s stellar rise showcased its unwavering commitment to organic growth and innovative business strategies.
Late in 2022, Campaign Brief published the 20th edition of “The Work,” a collection showcasing the best and most creative advertising from across Australia, New Zealand, and Asia. GIGIL made a triumphant appearance on this stage, securing its position as the 5th best ad agency in the APAC region for the third consecutive year. Notably, this recognition also positioned GIGIL as the top ad agency in the Philippines and the third-best in all of Asia.
What sets GIGIL apart in the competitive world of advertising is its ability to think boldly and create innovative campaigns that push boundaries and ignite conversations. Badong Abesamis, co-founder and a seasoned professional with over 20 years of experience in marketing communications, attributes GIGIL’s success to its “brave” clients who share their vision for groundbreaking advertising.
GIGIL’s creative prowess was showcased through its 36 acceptances into “The Work,” featuring campaigns for a diverse range of brands such as RC Cola, Choco Mani, Cheers, Orocan, Netflix, Jollibee, Allianz, DiskarTech, Silid Aralan, Push Pinas, Danes Cheese, Dole & Seasons, Accenture, and the Internet and Mobile Marketing Association of the Philippines. What’s truly remarkable is that every single GIGIL employee played a role in at least one accepted entry into “The Work,” emphasizing the agency’s cohesive and talented team.
The agency’s exceptional creative output extended beyond regional accolades, as GIGIL proudly clinched a Bronze Lion at the 2022 Cannes Lions International Festival of Creativity. This marked the second consecutive year that they received this prestigious award, further solidifying their position as a creative powerhouse in the advertising industry.
The success story of GIGIL is intrinsically tied to its co-founders, Herbert Hernandez and Badong Abesamis. Herbert Hernandez, a Magna Cum Laude graduate from the University of Santo Tomas, embarked on his advertising journey at JWT Manila and later rose to the role of Creative Director at DM9JaymeSyfu. His tenure at Y&R Philippines, where he served as Executive Creative Director, was marked by numerous wins at Cannes and the Spikes Festival of Creativity, establishing him as a decorated advertising veteran.
In addition to his advertising achievements, Herbert Hernandez is also a celebrated musician, playing lead guitar and composing songs for Filipino bands Moonstar88 and 6cyclemind, both prominent figures in the alternative rock/pop scene. His musical accolades, including ‘Alternative Album of the Year’ and ‘Most Downloaded Song’ at the Awit Awards, attest to his multifaceted talent.
On the other hand, Badong Abesamis brings over two decades of marketing communications expertise to the table. He has left an indelible mark on the advertising industry, having worked at renowned agencies such as Ace Saatchi & Saatchi, Leo Burnett Manila, McCann, and TBWA. Notably, it was during his tenure as Chief Creative Officer at Y&R Philippines that the agency earned its first Philippine Agency of the Year accolades and Cannes Lions. Abesamis also played a pivotal role in winning the Philippines its first APAC Effies medal in 2016.
Badong Abesamis’ outstanding contributions led to his induction into the Hall of Fame of the Creative Guild of the Philippines in 2010, and he later assumed the role of Chairman in 2016.
In 2017, Abesamis and Hernandez embarked on an entrepreneurial journey, founding GIGIL. Their collaboration, combining Abesamis’ writing prowess with Hernandez’s visual acumen, has been nothing short of spectacular. Over the past six years, GIGIL has achieved remarkable success, allowing them to choose clients that align with their innovative vision.
GIGIL’s remarkable journey from a fledgling agency to a critical darling and fan favorite in the advertising world is a testament to the power of creativity, dedication, and risk-taking. As they continue to push boundaries and inspire conversations through their groundbreaking campaigns, GIGIL stands tall as a beacon of excellence in the Philippine and Asian advertising landscape.
