Filipino Creativity Rises: GIGIL Makes History as Asia-Pacific’s Top Agency

A new chapter in Philippine advertising history has been written as independent agency GIGIL secured the title of Asia-Pacific Agency of the Year in Campaign Brief’s The Work 2025. For the first time, a Filipino agency has claimed the No. 1 spot in the region, surpassing long-established creative powerhouses across Asia, Australia, and New Zealand.

The recognition comes after GIGIL’s groundbreaking performance—46 Acceptances for 27 campaigns across 16 clients—cementing its position not only as the best in the region but also as The Work 2025’s No. 1 Agency in the Philippines. Among its winning brands are household names and global players including Jollibee, Grab, Netflix, Havaianas, Knorr, and PalawanPay, proving the agency’s versatility and mastery across industries.

Now on its 23rd year, The Work stands as one of the Asia-Pacific’s most respected benchmarks of advertising excellence. Published annually by Campaign Brief, it is regarded as the definitive showcase of the region’s most creative campaigns. For GIGIL, this triumph underscores its growing influence on the world stage, after years of consistently proving marketing effectiveness with APAC Effie Awards wins.

“This milestone is a testament to the power of Filipino creativity,” shared GIGIL Founding Partner Badong Abesamis. “It’s not just our victory—it’s the Philippines’.”

Beyond the accolades, the achievement is a symbolic win for the country’s creative economy, spotlighting Filipino ingenuity as world-class. It highlights the ability of Philippine advertising to compete, thrive, and lead in one of the most competitive regions for marketing and communications.

With this historic milestone, GIGIL not only breaks records but also raises the bar for the next wave of Filipino storytellers and innovators—proving that ideas born in the Philippines can inspire, resonate, and triumph across the globe.