The Dual Passions of Herbert Hernandez: Leading GIGIL Agency and Living the Music Dream

Herbert Hernandez, a renowned creative director and co-founder of the esteemed advertising agency GIGIL, has skillfully balanced his thriving career in advertising with his intense love for music.

Raised in a family that prized diligence and creativity, Herbert Hernandez has emerged as a prominent figure in both the advertising sector and the music industry. With a foundation in fine arts and an innate creative flair, Hernandez has made a substantial impact in both the advertising sphere and the music scene. In this interview, we explore Herbert Hernandez’s reflections on his career trajectory, the obstacles he’s overcome, and his aspirations for the future of GIGIL and his musical endeavors.

What motivated you to pursue a career as an advertising creative director?

While I was never officially diagnosed with ADHD, I’ve always suspected I had it because I found joy in almost everything. Growing up, I was drawn to the arts, sports, music, and movies—anything that could hold my attention in the absence of today’s technology. The arts gradually became my main focus, leading me to study fine arts in college. Initially, I envisioned a career in the arts, but my path shifted when I was introduced to the field of advertising. I was captivated by the unpredictable nature of advertising; it just seemed to fit perfectly. Now, years later, I remain deeply engaged in the creative world.

Can you share how your early experiences shaped your personal and professional life?

My mother was a standout figure, known for her success as a top sales agent at an insurance company in the Philippines and her leadership within our local community and church. Her commitment to service and community involvement taught me the value of contributing to society beyond my interests. My father, with his passion for mathematics and analytical thinking, influenced me differently. The combination of my mother’s drive and my father’s analytical approach has significantly molded my character and my approach to both life and career.

When you first embarked on your musical journey, did you ever question your decision to pursue it as a career? If so, what helped you overcome those doubts?

Early in my music career, I didn’t question my choice thanks to a robust support system. My manager, who was also my older brother, played a crucial role in balancing my music pursuits with my academic responsibilities. However, my confidence wavered when I started assuming leadership positions in advertising. At that point, I contemplated giving up music to focus entirely on my advertising career. Ultimately, I decided to continue my musical endeavors, finding that they complemented my work in advertising well.

What has been the most challenging career decision you’ve faced recently?

Starting GIGIL was simultaneously the most difficult and the simplest decision I’ve made in my career. It was challenging due to the financial risks involved, particularly taking a substantial pay cut while having a family to provide for. However, it was also straightforward because I had my band as a safety net. In the initial stages of GIGIL, the income from our band’s gigs helped to compensate for the lower earnings, ensuring my family’s needs were met. I am grateful and feel that providence played a role in ensuring that my family did not suffer during those challenging times.

What has been your most gratifying experience as an advertising creative director?

One of the most rewarding experiences for me in this role has been observing the evolution and progress of our team at GIGIL. We’ve fostered an environment where learning from errors and recovering from setbacks is highly encouraged. This has cultivated a culture where each contribution is valued and celebrated. Such an atmosphere has not only elevated our standards of achievement but also enhanced the overall quality across the board. It’s deeply satisfying to see our team grow stronger and achieve success collectively.

What are your future career goals?

My next objective is to elevate Filipino brands, talents, and communities on the international stage. I’m eager to venture into new markets, collaborate with top-tier Filipino professionals, and establish numerous offices worldwide, each bringing its specialized skills and knowledge to the forefront.

Can you describe a current project that excites you?

Currently, I am deeply involved in two projects that I find particularly inspiring. The first involves leveraging metaverse technology to support a church, which is an intriguing example of how contemporary tools can benefit religious organizations. The second is The Indierectory, a platform we launched a few years back that provides employers with access to a database of independent professionals. This initiative is very dear to me, and I am eager to watch it expand and provide increasing support to the independent talent community.

How do you structure your day to stay productive?

A typical day for me begins with a morning prayer, setting the tone for what lies ahead. Afterwards, I energize with a cup of coffee and then tackle a busy schedule that includes meetings, strategic alignments, and presentations. I generally arrange to meet with our international partners in the mornings and allocate afternoons for local team collaborations and client presentations. Despite my packed agenda, I make it a point to share lunch and dinner with my family. I wind down each evening by playing Mobile Legends with my wife.

What changes would you make if you could start your career over?

If given another chance, I would pace myself better and truly savor the early stages of my career as a junior creative. In hindsight, I ascended the corporate ladder too swiftly, accumulating responsibilities faster than I ideally should have.

What guidance would you offer to someone looking to start a career in advertising?

I would encourage them to embrace the entire experience, regardless of the challenges and victories. Avoid measuring your progress against others; each person’s path is unique. We all have distinct narratives and routes to follow. Remember to remain authentic to who you are and to uphold your creative ideals.

Concluding Remarks

Thank you, Herbert Hernandez, for offering a glimpse into your remarkable dual career in advertising and music. Your contributions and innovations have been truly motivational, and we look forward to witnessing your future achievements with GIGIL and other ventures on the global stage. We wish you ongoing success in all your pursuits.