Herbert Hernandez Gigil – Creativity and Leadership in Music and Advertising
Herbert Hernandez Gigil has seamlessly blended two distinct worlds: music and advertising. As a husband, father, agency founder, and recording artist, he manages to juggle both passions with skill and grace. By day, he’s a driving force in the advertising industry, having co-founded the ideas agency GIGIL, which has already achieved remarkable success. By night, he plays guitar for two nationally renowned bands, 6cyclemind and Moonstar88. Not only has he contributed to one of the country’s most-streamed songs, “Migraine,” but his creative direction has also earned his agency multiple prestigious awards, including wins at Cannes, the Clios, and the APAC Effies.
Throughout his career, Herbert Hernandez has constantly sought to combine his love for creativity with his passion for business, pushing boundaries in both music and advertising. In an interview, he shared insights about balancing his multifaceted career and his thoughts on the evolving relationship between creativity and technology.
The Intersection of Music and Advertising
When asked about the challenges of balancing a career in both music and advertising, Herbert doesn’t sugarcoat his experience. “I’d love to say I managed it with perfect time management, but that wouldn’t be true,” he admits. “What made it possible was constantly seeking guidance from above. It wasn’t time management—it was God’s management. Do your best with what you can control and trust Him to take care of the rest.”
This philosophy of relying on something greater than himself has been central to Herbert’s ability to navigate both demanding industries. In music, he has been able to create some of the most memorable songs, while in advertising, he has led GIGIL to industry recognition in just a few short years. His advice to others attempting to balance similar passions is simple: focus on what you can control, trust the process, and always stay open to learning and growing.
Creativity and Technology in Advertising
Herbert also has a clear perspective on how technology is shaping the future of creativity in the advertising world. “AI, Web 3.0, and other emerging technologies are simply better tools to help us create,” he says. “We’re living in the golden age of creativity, with more resources than ever to bring ideas to life. The core of creativity still lies with humans, but technology has made our processes faster and more efficient.”
He goes on to explain that the fear of new technologies is a common reaction, one that has been seen throughout history. “Fear of change is normal—it happened with Photoshop, calculators, and even in the music industry when streaming first disrupted the market. Artists like Metallica and Taylor Swift were initially against it, but we’ve learned to embrace new tools,” he observes. For Herbert, the key is evolution. As the world changes, so must the methods by which creatives approach their craft.
The Growth of GIGIL
As the co-founder of GIGIL, Herbert has led the agency to impressive heights in a short period. GIGIL has won numerous accolades, including being named Campaign’s Philippines Creative Agency of the Year and the first independent agency to win the Philippines’ Creative Agency of the Year title. Additionally, GIGIL was recognized for its effectiveness by winning a gold at the APAC Effies in 2020, making it the Philippines’ most effective creative agency.
Herbert credits much of GIGIL’s success to the power of collaboration and mutual trust between the agency and its clients. “Everything happens for a reason. As long as you do your best, God will take care of the rest. I’ve also learned that you’re only as good as your client,” he shares. “Great clients inspire great work, and great work attracts more great clients. It’s a cycle of trust and collaboration.”
Learning from Failure
When reflecting on moments of failure and their impact on his growth, Herbert shares a crucial lesson. “We’ve had many learning moments, but one stands out: when creating humor, the person or brand delivering the joke really matters,” he says. He provides a clear example to illustrate this point: a bald man can joke about hair loss, and a plus-sized person can joke about weight loss struggles, but the reverse can backfire. This is a reminder that sensitivity is crucial in creativity, especially in an age when mistakes can go viral.
To address this, GIGIL created an internal sensitivity council. “Not to restrict creativity, but to ensure everything GIGIL releases is carefully thought through,” Herbert explains. This approach reflects a keen understanding of the importance of staying mindful of societal sensitivities while still pushing creative boundaries.
Unconventional Inspiration
Herbert’s ability to find inspiration in the most unconventional places has set him apart as a leader in the industry. One particular campaign stands out for its ability to turn a setback into a victory. “Once, we faced rejection from a celebrity we wanted as an endorser—the entire concept revolved around her,” Herbert recalls. Rather than scrapping the idea, GIGIL embraced the challenge and hired a celebrity impersonator. By leaning into the honesty of the situation, they created a campaign that resonated with audiences for its humor and authenticity.
Herbert’s creativity thrives on real-world experiences, and he often finds inspiration outside the world of advertising. “I immerse myself in experiences outside of advertising. Observing life beyond the industry—how my kids consume content, what’s happening in music, politics, or culture—helps me find connections,” he explains. This cross-industry immersion has fueled Herbert’s ability to develop creative ideas that are both innovative and relatable.
Success Beyond Awards
For Herbert, success isn’t solely about accolades or recognition. While his agency has certainly received its fair share of awards, he measures success through tangible business results. “For me, success is about delivering business results for our clients,” he says. “However, one of the most rewarding moments was when a group of students approached me—not for my band’s signature, but because they admired GIGIL’s work. That kind of recognition is priceless.”
These moments, where the work resonates on a deeper level, highlight Herbert’s focus on making a meaningful impact rather than simply chasing trophies. His commitment to fostering creativity that delivers results is what has made GIGIL so successful in its short time in the industry.
Navigating Client Demands
Balancing his own creative values with the needs of high-profile clients can be tricky, but Herbert Hernandez has found a way to navigate this delicate balance. “By staying objective, it’s important to focus on solving the client’s problem collaboratively rather than just being a people-pleaser or a stubborn creative,” he says. “Objectivity ensures that both GIGIL and the client work together effectively, from briefing to execution.” This objective mindset is part of what allows GIGIL to produce work that both aligns with the client’s goals and remains true to the agency’s creative ethos.
Herbert Hernandez’s success in both the music and advertising industries is a testament to his dedication, creativity, and ability to adapt. Whether playing guitar in a band or leading a creative agency, Herbert continues to innovate, inspire, and grow. His story serves as a reminder that with a little faith, collaboration, and a willingness to evolve, anything is possible.