In an extremely competitive age of digital transformation where ads are everywhere we go, creating brand advertising that leaves a long-lasting impression and stands out among the rest is a difficult challenge that many advertisers and marketers have to conquer. For GIGIL founders Badong Abesamis & Herbert Hernandez, the key to overcoming this challenge lies in the risk: it’s about creating world-class and creative content that runs a high risk but also has the potential in yielding high rewards.
For GIGIL founders Herbert and Badong, the idea is king in every project that they create. The agenda is to always push towards content that is not simply commercials, but content that includes the riskiest thing a brand could do or say. Whether you advertise on TV or on the internet, there is a great possibility that your ad might get ignored if you follow the same, old, expected ad formula in creating your advertising materials.
With brand advertising, especially for digital, you have to make sure that your content is worth sharing and has all it takes to compete against the world’s greatest creative materials. If you successfully come up with something noticeable, people will certainly share it among themselves and with this, your brand will be able to reach its audience more easily.
Badong and Herbert emphasize that there’s no single, universal formula when it comes to getting the best ideas for their clients. However, it always circles back to their client’s goal offering the mantra of their company: high risk and high rewards.
GIGIL as a company tends to attract clients that are willing to take their risks. With great risk also comes fear, but it’s also a matter of choosing ideas that are newsworthy. You want your ads to make headlines and land on front pages because being talked about is good for the brand.
When your ideas are being talked about, it moves culture and when you move cultures, you tend to move people. And when you move people, you also move products. Badong and Herbert pride themselves in creating brand advertising that can move cultures and go beyond borders because this only proves that their material is powerful and resonant enough, which also makes it compelling enough in encouraging people to purchase the products featured in their ads.
As a leader of an organization, one of your tasks is to make sure that every single member of your company lives and follows the values & beliefs that you believe in. Be consistent with every single project or job order that you receive and pour in 100% of your efforts into it, no matter how big or small the project is.
In terms of company culture, it’s also important that leaders can create a culture where everyone is welcome to contribute their ideas. For Badong and Herbert, they have imparted the culture that it’s okay to be wrong and it’s okay to make mistakes, which is how they manage to get even the HR Person and personnel outside of their creative team to throw in their own ideas whenever they feel like it.
There’s no better way to know that your practices and company values are working than by seeing them yield positive results for your business. Live out the values you believe in so your team could follow suit and practice them too, but don’t be afraid to refine them or change them every now and then if they’re not necessarily getting you the results that you are aiming for.
Abhii Dabas is an active member of the tech community, and through his companies (including Webpuppies), he conducts outreach programs across different universities with a focus on entrepreneurship. Over the past months, he has already trained over 1,000 university students to help them prepare to join the workforce.
Badong Abesamis and Herbert Hernandez are the founders of GIGIL, an award-winning ad agency from the Philippines known for their creative and viral commercials. GIGIL recently won as the Campaign Agency of the Year from the Philippines in the APAC Effies of 2020.