February 11, 2025

Ipofundsgroup

Sublime Arts Bar None

Herbert Hernandez – Founder of GIGIL Agency – Shares His Journey as a Visionary Creative Leader and Musician

Herbert Hernandez – Founder of GIGIL Agency – Shares His Journey as a Visionary Creative Leader and Musician

Herbert Hernandez, the well-known creative director and co-founder of GIGIL, an award-winning advertising agency, has masterfully blended his successful career in advertising with his passion for music.

Raised in a family that valued both hard work and creativity, Herbert’s upbringing in the Philippines shaped his dual path in advertising and music. With a fine arts background and a natural flair for creativity, he has become a prominent figure in both industries. This interview delves into Herbert Hernandez’s thoughts on his journey, the challenges he’s overcome, and his vision for the future of GIGIL and his music career.

What inspired you to become an advertising creative director?

Although I was never formally diagnosed with ADHD, I’ve always felt like I had it. I loved doing everything—from arts and sports to music and movies. As a child without today’s gadgets, I kept myself busy with different activities, and art became my main outlet. This passion led me to study fine arts in college. Initially, I thought I’d pursue a career in the arts until I was introduced to advertising. The unpredictable nature of advertising clicked with me, and here I am, years later, still fully immersed in the creative world.

Tell us about your upbringing and how that impacted your life and career.

My mother, a top sales agent for an insurance company in the Philippines and a community leader, taught me the importance of giving back and relying on others. Meanwhile, my father, who loved math and analysis, influenced me with his structured thinking. My mom’s ambition and my dad’s analytical mindset have significantly shaped who I am today.

When you were starting out in music, was there ever a time you doubted your career choice? If so, how did you handle that?

I didn’t doubt my music career early on because I had a strong support system, including my older brother, who managed my music career while ensuring I stayed focused on my studies. The only time I questioned my path was when I started taking on leadership roles in advertising. I considered leaving music to focus entirely on advertising, but in the end, I stuck with both. Music complemented my advertising work and has been a valuable part of my journey.

What is the toughest career decision you’ve had to make in the last few years?

The toughest, yet easiest, career decision was starting GIGIL. It was difficult due to the financial uncertainties, especially since it involved a significant pay cut while supporting a family. However, it was also the easiest because I had my band as a financial backup. In the early days of GIGIL, my band’s earnings helped sustain my family, which made the decision feel right. I truly believe God was looking out for us during that period.

What has been your most satisfying moment as an advertising creative director?

One of the most fulfilling moments as a creative director has been watching our team at GIGIL grow and thrive. We’ve created a culture where everyone learns from their mistakes, which has resulted in meaningful contributions being recognized and celebrated. Seeing our team continue to raise the bar and push the limits is incredibly rewarding.

What’s the next step in your career?

I’m excited to help Filipino brands, talents, and communities succeed on a global scale. The next step involves exploring new opportunities, collaborating with world-class Filipino talents, and opening offices around the world, each bringing unique strengths and expertise.

Tell us about a project you’re currently working on.

Two projects stand out for me right now. The first is a church project using the metaverse, showcasing how modern technology can support religious institutions. The second is The Indierectory, a platform we launched to provide employers access to a database of independent talents. This project is close to my heart, and I’m excited to see it grow and support even more talents.

What does your typical day look like, and how do you make it productive?

My day starts with a morning prayer, followed by a cup of coffee before diving into meetings, alignments, and presentations. Mornings are usually spent in discussions with international partners, while afternoons are for local team meetings and client presentations. Despite the busy schedule, I make time for meals with my family and unwind by playing Mobile Legends with my wife in the evening.

If you were to start again, what would you do differently?

If I could start again, I’d slow down and enjoy my time as a junior creative. I rushed through the corporate ladder too quickly, taking on more responsibilities than I needed to.

What advice would you give to someone interested in entering the advertising industry?

My advice is to enjoy the journey, with all its ups and downs. Don’t compare yourself to others, as each person’s journey is unique. Stay true to your creative vision, and remember that everyone’s story unfolds in its own time.

Final Thoughts

Thank you, Herbert Hernandez, for sharing your incredible insights and experiences with us. Your journey in advertising and music is inspiring, and we look forward to seeing how you’ll continue to innovate and impact the world through your work at GIGIL and beyond. We wish you continued success in all your endeavors.