Known for causing radical change through innovation, disruptive individuals are known to have revolutionized industries. This perfectly describes Herbert Hernandez, a Filipino advertising executive by day and a rock star by night. Herbert Hernandez has been working in advertising for nearly 20 years and is well known for pushing the limits and taking risks with his viral and creative campaigns.
In 2010, Badong Abesamis was inducted into the Creative Guild of the Philippines Hall of Fame. Hernandez has teamed up with Abesamis since 2017, where Herbert Hernandez leads visuals, and Abesamis brings his writing expertise to the agency. They have seen their agency grow exponentially in every way in the five short years they have been in business – staffing, salaries, billing, new clients, and income.
He has consistently earned awards for his unique work since starting in advertising in 2003, receiving a handful of awards. His projects at his second advertising job won several awards, including Cannes Lions, Spikes Asia, Clio, Philippine Creative Guild, Ad Congress Araw Awards, and Tinta Awards. He continued to attract attention on a national and international level as he worked at a third agency and ascended the corporate ladder.
His satisfaction from finally being an entrepreneur is enhanced by the success GIGIL has achieved in such a short period. He tried to start his own business before joining GIGIL, including an events agency and a restaurant, but all of those attempts failed. Even though he invested a lot of time and effort, he still worked for someone else until GIGIL came along.
The GIGIL team has garnered unprecedented attention and awards, including silvers at APAC Effies 2020, 2021, and 2022 for marketing effectiveness; ranked among the 10 Hottest Agencies in Asia; and ranked as one of the most effective independent agencies in Asia, as well as among the best creative agencies in the Philippines.
The Campaign Asia 40 Under 40 list named Hernandez in 2020, while in 2021, Adweek, the “leading global source of brand marketing news and insights,” named Hernandez and Abesamis among the Creative 100, a collection of the “most fascinating and enviable creative professionals of 2021, from influential icons to emerging game-changers.”
This is the first time a Filipino has made it onto the list. According to Adweek International Editor David Griner, Hernandez and Abesamis are “two of the most creative leaders in advertising right now.” GIGIL has worked with brands such as RC Cola, Accenture, Netflix, Mega Tuna, Orocan, Julie’s Bake Shop, and Levi’s on digital viral campaigns.