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

Renowned creative director and co-founder of award-winning advertising agency GIGIL, Herbert Hernandez has successfully balanced his career in advertising with his passion for music.

Herbert grew up in a family that valued hard work and creativity, and his early life in the Philippines greatly influenced his dual career in advertising and music. With a background in fine arts and a natural inclination toward creativity, Herbert Hernandez He has become an important figure in the advertising world and the music industry. This interview gives Herbert Hernandez a glimpse into his career, the challenges he has faced, and his vision for the future of GIGIL and his music.

What inspired you to become a creative director for advertising?

Although I was never officially diagnosed with ADHD, I always felt like I had it. I loved doing everything. As a child, I enjoyed art, sports, music, and even watching movies. Without the gadgets that kids have today, I turned to different activities to keep myself busy. Over time, doing art became my primary outlet, which led me to pursue fine arts in college. At first, I thought I would pursue a career in the arts until someone offered me an ad. The randomness of the ad drew me in, and it all fell into place. Years later, here I am, completely immersed in the creative world.

Tell us about your upbringing and how it has influenced your life and career.

My mother was always an achiever, consistently recognized as the best insurance sales agent in the Philippines. She was also a community leader, active in our church and department. I learned from her the importance of giving back and not relying on yourself alone. My father, on the other hand, loved math, numbers, and analysis, which influenced me as well. I would say that my mother’s drive and my father’s analytical mind shaped me into who I am today.

When you started out in music, was there ever a moment when you questioned your career choice? If so, how did you deal with it?

I never really questioned my choice of music career early on because I had a strong support system. My manager was my older brother, who made sure I could pursue music without compromising on my studies. The only time I questioned my career path was when I started taking on leadership roles in advertising. I considered leaving music to focus solely on advertising. Fortunately, I continued working in music, as it complemented my work in advertising.

What is the most difficult career decision you have had to make in the past few years?

Deciding to start GIGIL was both the hardest and easiest decision of my career. It was a difficult decision because of the financial uncertainty that came with a huge pay cut, especially with a family to support. But it was also the easiest decision because I had my group as a backup option. In the early days of GIGIL, the profits from our group’s performances helped me bridge the financial gap, allowing me to continue supporting my family. I truly believe that God ensured that my family would not suffer during those times.

What is your most satisfying moment as an advertising creative director?

One of the most satisfying moments for me as an advertising creative director has been watching the growth and development within our team at gillHere, everyone is encouraged to learn from mistakes and bounce back, creating a culture where meaningful contributions are recognized and celebrated. This environment has allowed us to not only raise the bar in terms of our own achievements but also raise the overall bar for everyone involved. Seeing our team continually improve and achieve success together is extremely satisfying.

What is the next step in your career?

The next step is to help Filipino brands, talents and communities succeed globally. I am very excited to explore uncharted territories, collaborate with world-class Filipino talent, and open multiple offices around the world, each with their own unique strengths and expertise.

Tell us about the project you are currently working on.

There are two projects I’m particularly passionate about right now. The first is a project to support a church using the metaverse. It’s exciting to see how modern tools and technology can help religious institutions. The second project is The Indierectory, a platform we created two years ago that gives employers access to a database of freelance talent. This project is close to my heart, and I’m excited to see it grow and continue to support more freelance talent.

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

My typical day starts with morning prayer to get ready for the day. I then grab a cup of coffee before diving into a day full of meetings, arrangements, and presentations. I usually dedicate the morning to meetings with partners outside the Philippines, while I split the afternoon between local team meetings and client presentations. Despite the busy schedule, I make sure to have lunch and dinner with my family and end the day playing Mobile Legends with my wife.

If you were starting over, what would you do differently?

If I could start over, I would take it slow and cherish my years as a junior creative. I climbed the corporate ladder very quickly, taking on more commitments and responsibilities.

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

My advice is to enjoy the journey, despite the ups and downs. Don’t compare yourself to others; everyone has a different journey. We all have our own stories to tell and our own paths. It’s important to stay true to yourself and your creative vision.

Final Thoughts

Thank you, Herbert HernandezThank you for sharing your thoughts and experiences with us. Your journey in advertising and music is inspiring, and we are excited to see how you will continue to innovate and make a global impact through your work with gill And beyond. We wish you continued success in all your endeavors.