Herbert Hernandez considers himself one of the lucky ones. Not only is he blessed with a multitude of talents, but he is supported by a loving family, in business with some of the greatest minds in his industry, and frequently recognized for his contributions on both a professional and a personal level. It's hard to ask for more than that, and Hernandez is grateful for all that God has given him.
While family is and always has been at the center of Herbert Hernandez's universe, it's impossible to ignore his wildly successful careers in both music and advertising. A professional musician since college, Hernandez plays guitar for Moonstar88 and 6cyclemind, as well as compose their songs. Playing and performing in two popular bands would be enough to keep most people busy, but Hernandez isn't most people. His main gig is in advertising.
With 19 years of advertising experience under his belt at some of the biggest agencies in the Philippines, Hernandez is a force to reckon with. His visual work has garnered some of the most prestigious awards in the industry, both nationally and internationally.
Advertising Career
Herbert Hernandez got his start at J. Walter Thompson (JWT) Manila as a visualizer/designer, doing brochures and packaging designs not long after he had finished his degree. Within a few months, he had been promoted to Art Director for bigger brands like Ford, Redhorse beer, Nestle, Pfizer, Shell, and Unilever.
After three years at JWT, he moved on to the newly formed DM9 JaymeSyfu DDB. During his six years at DM9 JaymeSyfu DDB, Hernandez moved up some more, from Senior Art Director to Creative Director. It was during his time at DM9 JaymeSyfu DDB that Hernandez began receiving recognition for his campaigns. He won several awards for his work, including a silver for outdoor at the 2010 Cannes Lions Festival for Mini Cooper's 'Roller Coaster' poster, and a bronze for outdoor at the 2011 Cannes Lions Festival for the Department of Tourism of the Philippines. His projects also won awards at Spikes Asia, Clio, Philippine Creative Guild, AdCongress Araw Awards, and Tinta Awards, among others.
Herbert Hernandez followed his years at DM9 JaymeSyfu DDB with a stint at Young & Rubicam beginning in 2012. Hired as Creative Director under Executive Creative Director Badong Abesamis, Hernandez got right to work for clients including Colgate, Caltex, Ford, Sony, Inbisco, CDO, and Century Tuna. By the end of 2013, he was one of the youngest Executive Creative Directors at the firm, still working under then-Chief Creative Officer Abesamis. The two found that their complementary skill sets - Abesamis focuses on writing, Hernandez on visuals - were an ideal match.
While at Y&R, the awards continued to pour in for Hernandez. He received:
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Spikes Asia, 2015 Direct Silver Spike
(Use of Direct Marketing: Direct Response Print or Standard Outdoor, including Inserts)
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Clio Awards 2015 Out of Home Bronze
(Product/Service: Billboard)
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Asia Pacific Advertising Festival (AdFest) 2016 Press Lotus Bronze
(Corporate Image)
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Cannes Lions 2017 Media Bronze Lion
(Channels: Use of Ambient Media: Large Scale)
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Ad Stars 2017 Promotion Crystal
(Use Of Promo & Activation: Use Of Exhibitions And Installations E.g. Vending Machines, Interactive Digital Events, Digital Installations, Floor Graphics, Transit Advertising)
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Cannes Lions 2017 Media Bronze Lion
(Channels: Use of Ambient Media: Large Scale)
In 2017, another advertising agency was scouting Abesamis and Hernandez, but the two felt that it was time for them to "go their own way," and become partners in a new venture. GIGIL was born, to "create ideas that solve business problems."
GIGIL Takes Off
After creating such impressive resumes and networks in their careers, Abesamis and Hernandez did not want for clients. Interest in their new agency soared, and within their first two years, their client list included Konsulta MD, P&G, Globe, Unilever, Cobra, Levi's, 7-11, Landbank, Sip, Joy-Nostalg Hotel and Suites, Honestbee, Disney, and Avon.
Along with big-name clients came the advertising awards, including Gold and Bronze in marketing effectiveness in the APAC Effies 2020 and 2021; Top 10 Hottest Agencies in Asia;; and Independent Agency of the Year. GIGIL is one of the most effective creative agencies in the Philippines, and one of the most effective independent agencies in Asia.
In 2020, Herbert Hernandez was named to the Campaign Asia 40 Under 40 list as GIGIL continued to grow despite the year's challenges. Staff at the agency increased by more than 20% based on client volume, and Hernandez and Abesamis were able to pay generous salary increases. Billings, new business, and net income were all on the rise.
In 2021, Adweek, the "leading global source for news and insight on brand marketing," put Hernandez and Abesamis on its Creative 100, a list of 2021's "most fascinating and enviable creative professionals, ranging from influential icons to emerging game-changers." They are the first from the Philippines to ever break into the list.
GIGIL became known as the agency behind the viral digital campaigns of RC Cola, Accenture, Netflix, Mega Tuna, Orocan, Julie's Bakeshop, and Levi's. Adweek International Editor David Griner called Hernandez and Abesamis, "two of the most creative leaders in advertising right now.''
Going Viral & Moving Culture
Hernandez and Abesamis believe that passion and hard work trump talent, and aim to bring these most valuable traits to GIGIL and their work. With so many viral campaigns and commercials that have not just won awards, but also become cultural icons, they are often asked how they are able to "go viral" so often.
The partners admit that half of their battle is connecting with the right clients. There have been times at which they don't pitch at all, but instead, wait for the right clients to approach them - those that are hungry to create great work. They both reference an internal GIGIL mantra, "the riskiest thing brands can do is stay safe."
In order to create entertaining, shareable material that "goes viral" (AKA free advertising), GIGIL staffers start with the goal of the client and what's getting in the way of that goal. They try to make their ideas newsworthy. Then they consider if their idea is good for the message of the brand.
Ideas presented by GIGIL usually "beg to be talked about," for which Hernandez and Abesamis are unapologetic about. They believe that ideas and brands should be talked about in order to move culture, which in turn moves people, and most importantly, moves products.