 | This article may be too long to read and navigate comfortably.(November 2024) |
 | |
| Company type | Advertising agency |
|---|---|
| Industry | Advertising, marketing |
| Founded | 2017 |
| Founders |
|
| Headquarters | , |
Areas served | Philippines, Canada, United States |
| Website | gigil |
Gigil (stylized as GIGIL) is a Philippine advertising agency based in Bonifacio Global City in Taguig, Philippines. [1]
Gigil was founded by Badong Abesamis, Herbert Hernandez, and Isabel Prollamante. [2] The group considered naming their agency "No Plan B" or "Toyo" but decided to adopt Abesamis' proposal "Gigil" to reflect the agency's vision of "passion" or hard work. Gigil was officially launched in October 2017. [3]
After Prollamante left for abroad, Gigil appointed Jake Yrastorza as Managing Partner. [4]
Gigil has commissioned works for numerous brands such as 7-Eleven, AirAsia, Globe, Jollibee, Levi's, Netflix, Procter & Gamble, RC Cola, Unilever, and Vivo, among others. [3] [5]
In January 2023, Gigil announced its expansion to the United States and Canada by opening offices in Los Angeles, New York, and Toronto. [6]
Gigil was named by Campaign as the Philippines Independent Agency of the Year and the Philippines Creative Agency of the Year for 2020. [2] [7]
Gigil was named by Ad Age as International Small Agency of the Year for 2021. [8]
In 2023, the Philippine Daily Inquirer named Gigil the No. 2 Philippine Growth Champion, as it placed second among 25 Philippine companies that achieved the highest percentage growth in revenues between 2018 and 2021. [9] The UK's Financial Times named Gigil as one of the High-Growth Companies in Asia Pacific. Gigil was the highest-placing ad agency on the list, making it the fastest-growing ad agency in the Asia-Pacific. [10] [11] Campaign Brief Asia named Gigil as the No. 1 ad agency in the Philippines, No. 2 in Asia, and No. 3 in the Asia-Pacific. [12] Badong Abesamis and Herbert Hernandez were also declared the Philippines' Most Awarded Creative Directors. [13] The Association of Accredited Advertising Agencies of the Philippines proclaimed Gigil as Independent Agency of the Year in its Agency of the Year Awards. Gigil also won Best in Media Creativity, Independent Agency of the Year for Best in Market Performance, Independent Agency of the Year for Best in Management of Business, and Independent Agency of the Year for Best in Creative. [14] The Asia Pacific Effie Awards, Gigil was named the Top 2 Independent Agency in the APAC region. [15] In the Digital Marketing Association of the Philippines' Boomerang Awards, Gigil was declared Agency of the Year, having won 1 gold, 3 silver, and 1 bronze award collectively. [16] Gigil won the Philippines Independent Agency of the Year silver in the Southeast Asia Campaign Agency of the Year awards. Gigil was also awarded the Southeast Asia Agency Marketer Partnership of the Year bronze with Netflix. [17]
In 2024, Gigil was awarded by the Philippine Marketing Association's Agora Awards as Marketing Agency of the Year. [18] Gigil was also named for the second consecutive year as a Philippine Growth Champion by The Philippine Daily Inquirer and Statista, having achieved the highest percentage growth in revenue among Filipino companies between 2019 and 2022. [19] Gigil was also named for the second consecutive year by the Financial Times as among Asia-Pacific's fastest growing businesses on its list of High-Growth Companies Asia-Pacific 2024. [20]
In 2024, Australian-based Campaign Brief The Work ranked Gigil the No. 2 creative agency overall in the Asia Pacific region. [21] The agency was ranked No. 1 in the Philippines. [22]
Gigil's Shop2Give campaign in 2018 for Unilever was awarded by Lazada as the Best Marketing Innovation 2018 and also won an award for Best Campaign Execution at the Lazada Philippines Lazada Awards. [23] [24] It also won a gold award for Advocacy and a silver award for Responsible Citizenship at the 2019 Tambuli Awards and a bronze award for the E-commerce category at the 2019 ADFEST Awards. [25] Within the same year, Gigil's Dr. Internet campaign in for Konsulta MD won a bronze award for the Healthcare category at the 2018 Spikes Asia Awards and a bronze award for the Digital Craft category at the 2018 Boomerang Awards. [3] [26] It also won two gold awards for Creative Storytelling and for Film Craft: Best Copywriting, and a bronze for Creative Effectiveness: Film at the 2019 Kidlat Awards. [27]
Gigil's Studs campaign in 2019 for Levi's Philippines won a silver award for Fashion & Beauty at the 2019 Clio Awards. [28] [29] It also won a bronze award for Creative Effectiveness at the 2019 Kidlat Awards, two bronze awards for Brand Storytelling and Seasons Celebration at the Asia Pacific Tambuli Awards, two silver awards for Effectiveness at the 2019 Boomerang Awards, and a gold award for the Retail category at the 2020 Asia Pacific Effie Awards, making Gigil the first independent agency from the Philippines to win an Effie gold. [30] [31]
Gigil's Basta campaign in 2020 for RC Cola, which featured a boy confronting his mother if he is adopted due to glasses embedded on his back, won a bronze award for Film at the Cannes Lion 2021. [32] It also won a bronze award at the 2021 Asia Pacific Effie Awards for the Youth Marketing category, a silver award at the 2022 Asia Pacific Effie Awards for the Beverages, Non-Alcohol category and the Short Video Marketing category, and a bronze award for Film at the 2022 Clio Awards. [33] [34]
Gigil did a marketing campaign for the Singaporean Netflix animated series Trese in 2021. [35]
Gigil's Party campaign in 2022 for Cheers, won a bronze award for Film at the Cannes Lions 2022. [36] Gigil also won silver awards from the London International Awards (LIA) in 2022 for their Cheers Party and Orocan Pail campaigns. [37]
The Clio Entertainment Awards awarded Gigil two silver awards for their Netflix Literal Money Heist and Netflix Jaywalking campaigns, and a bronze award for their Netflix Reel to Real campaign in 2022. [38]
Gigil turned the SM Mall of Asia Globe into a colossal basketball for Smart Communications, to promote its sponsorship of the 2023 FIBA Basketball World Cup happening in the Philippines. [39] The campaign won a bronze in the Clio Sports Awards. [40]
Gigil won a silver for its Delivery Man campaign for Grab under the New Product or Service – Line Extension category and a bronze for its Globe campaign under the Carpe Diem – Services category at the 2023 Asia Pacific Effie Awards. [41]
Gigil won a silver in the Clio Entertainment Awards for a billboard campaign for Netflix's title Glass Onion in 2023. [42] The agency also won another silver in the Clio Entertainment Awards for The KoolPals Thanks, Haters! NFT, in which online hate for the group was turned into money, in the same year. [43]
Gigil was handpicked by The ONE Asia Creative Awards of The One Show New York to conceptualize and execute its call-for-entries campaign in 2024. [44]
Gigil won a gold for its 4Dish Pot campaign for Netflix under the Outdoor Lotus category. [45] The same campaign also won a gold and a silver in the Clio Entertainment Awards in 2024. [46] [47]
Gigil's Summer campaign in 2024 for Grab, won a silver award for Film at the Cannes Lions 2024. [48] The same campaign also won a silver and a crystal award in Korean advertising festival MAD STARS in 2024. [49]
Gigil won in the Asia Pacific Effie Awards in 2024 for marketing effectiveness, winning a silver for TNT Telco and a bronze for CoCo Tea. Gigil also grabbed 3rd Place, Independent Agency of the Year in the same show. [50]
At the YouTube Works Awards in 2024, Gigil’s campaign for CoCo Tea entitled Cool was declared “Best of Country” and “Best Brand Story”. The agency’s campaign for Grab entitled Sorry was named winner in the categories “Big Bang” and “Masters of Media.” Another campaign for Grab entitled Valentine’s Day won in the “Best of Festive” category. The agency’s campaign for TNT entitled SIM Registration was the “Force for Good” category winner. [51]
In 2021, Gigil released the Pandemic Effect campaign for the Belo Medical Group. The ad featured a woman gaining weight, growing body hair, and getting acne while watching a stream of bad news amid the COVID-19 pandemic. The ad received negative reception, which led to the pull-out of the ad and a one-year suspension of Gigil's membership from The Association of Accredited Advertising Agencies of the Philippines. [52] Gigil and the Belo Medical Group promptly issued an apology and vowed to be more sensitive and inclusive in their advertising practices moving forward. [53] [54]
In July 2024, the descendants of Gil Puyat filed a complaint against Gigil for their guerilla marketing stunt where they replaced the signage of Gil Puyat Avenue to Gil Tulog, a wordplay on puyat which also means sleepless in Tagalog, and tulog meaning sleep. The marketing tactic was for Wellspring's sleep supplements. [55] [56] [57]
RC Cola is a cola-flavored carbonated beverage owned in the United States by Keurig Dr Pepper and internationally by RC Global Beverages, Inc.
M&C Saatchi Group is an international communications company, formed in May 1995 as an advertising agency. With more than 2,400 staff, the group has its headquarters in London, and offices in several other countries.
Foote, Cone & Belding (FCB) is one of the largest global advertising agency networks. It is owned by Interpublic Group and was merged in 2006 with Draft Worldwide, adopting the name Draftfcb. In 2014 the company rebranded itself as FCB.
Rodolfo R. Lana Jr., known professionally as Jun Robles Lana, is a Filipino filmmaker. The winner of 11 Palanca Awards for Literature, he became the youngest member of the Palanca Hall of Fame in 2006. In 2015, he directed the actual one-shot film, Shadow Behind The Moon, which won the Best Director, NETPAC and FIPRESCI awards at the 13th Pacific Meridian Film Festival. At the 20th International Film Festival of Kerala, he won the Best Director award for the same film.
Abby Jimenez was an advertising executive in the Philippines.
Campaigns & Grey is a Philippine-based marketing communications company affiliated with the Grey Group. It is part of Grey's Asia-Pacific operations with offices located in Makati handling the national requirements of its major clients and coordinated services for global accounts. Its affiliates Campaigns Cebu and Campaigns Davao handle marketing communications for Visayas and Mindanao clients as well as provincial initiatives of Manila-based clients.
Piyush Pandey is a living legend of the advertising industry and the Chief Creative Officer Worldwide (2019) and Executive Chairman India of Ogilvy (agency). He is the recipient of the LIA Legend Award (2024), and the Padma Shri award (2016). Pandey is also credited with shaping a distinct indigenous influence on Indian advertising that was earlier under the influence of western advertising and ideas.
Martin Williams Advertising, Inc. is an advertising agency, based in Minneapolis, Minnesota. Since 1998, Martin Williams has been part of the Omnicom Group. Clients include Payless ShoeSource, Raymond James, Syngenta, Cargill, Marvin Windows, Simmons Bedding Company, and P.F. Chang.
Ramon Reyes Jimenez Jr. sometimes known as Monet or Mon Jimenez, was a Filipino advertising executive who previously served in the Cabinet of the Philippines as Secretary of Tourism from 2011 to 2016 during the presidency of Benigno Aquino III. He was appointed as the country's tourism chief following the resignation of Alberto Lim, and during his six-year tenure, tourist arrivals and revenues had almost doubled, and the Philippines improved 20 places in a tourism competitive index among nations. Jimenez assisted with the advertising campaign of Aquino earlier.
Maxus was a global media agency, with services including communications strategy, media planning and buying, digital marketing, search engine marketing (SEM) through search advertising and search engine optimisation (SEO), direct response media, data analytics, and marketing ROI evaluation. In December 2011, Maxus became Campaign magazine's Global Media Network of the Year.
ShopClues is an Indian online marketplace, owned by Clues Network Pvt. Ltd. The company was established in July 2011 by Sanjay Sethi, Sandeep Aggarwal and Radhika Aggarwal. In 2015, ShopClues was valued at US$1.1 billion, with Tiger Global, Helion Ventures, and Nexus Venture Partners as major investors. In 2019, the company was acquired by Singapore-based Qoo10 in an all-stock deal valued at approximately US$70 million, representing one of the largest valuation meltdowns for an Indian-based startup.
Cheil Worldwide Inc. (Korean: 제일기획) is a marketing company under the Samsung Group that offers advertising, public relations, shopper marketing, sports marketing, digital marketing, etc. It was established in 1973 with headquarters in Seoul, South Korea.
Senator Gil J. Puyat Avenue, also known simply as Gil Puyat Avenue and by its former official name Buendia Avenue, is a major arterial thoroughfare which runs east–west through Makati and Pasay in western Metro Manila, Philippines. It is one of the busiest avenues in Metro Manila, linking the Makati Central Business District with the rest of the metropolis.
Geoffrey Handley is an entrepreneur, technology pioneer, and investor. He is a General Partner at the investment firm Haitao Capital and serves as an advisor and board member to several portfolio companies. Handley is most well known as co-founder of the mobile agency, The Hyperfactory founded with his brother Derek Handley in 2001 and as a Sinologist and author.
Cherry Ann Quipanes Rondina, popularly known as Sisi Rondina, is a Filipino indoor and beach volleyball player. She is currently playing for the Choco Mucho Flying Titans at the Premier Volleyball League.
Through the Dark is a 41⁄2 minute 3D-animated interactive film, which is viewed in a web browser and rendered in real-time. The film is a collaboration between Google Play Music and Australian hip hop group Hilltop Hoods, featuring the band's song of the same title. The song was written by band member MC Pressure after his son was diagnosed with leukemia at eight-years-old. Based on this experience, which is told through the song's lyrics, the film tells an emotional story of a boy and his father. Through the Dark has been awarded over 50 accolades at international award shows.
Carlos Edriel Poquiz Yulo is a Filipino artistic gymnast. He is the 2024 Olympic gold medalist at the floor exercise and vault events. He is the first Filipino and the first male Southeast Asian gymnast to medal at the World Artistic Gymnastics Championships with his floor exercise bronze medal finish in 2018, as well as the first Filipino and Southeast Asian to achieve a gold medal finish for the same criteria in 2019 at the same event. With multiple medals on the international stage, Yulo is the second person to win an Olympic gold medal for the Philippines, the first person to win multiple Olympic gold medals for the country, and the first Southeast Asian athlete to win multiple gold medals at the Olympic Games.
Nyahahakbkxjbcjhishdishlsab@!!!! Basta RC Cola!, also simply known as Basta ("Whatever") and Family, is a 2020 television commercial produced for RC Cola in the Philippines by advertising agency Gigil. It was first released online in November 2020.
This article lists advertising and marketing controversies in the Philippines. It includes media such as television commercials, print media, and branding that have been the subject of controversy as well as controversies arising from relevant methods such as sales promotions.
Abigail Marquez is a Filipino social media personality, vlogger and celebrity chef. Dubbed as the "Lumpia Queen", she is widely recognized for her cooking content on TikTok and YouTube. She was included in the 9th edition of Forbes Asia's "30 Under 30 Asia" list, a global business publication.