BREAKING NEWS: Badong Abesamis exits Y&R, sets up new agency, GIGIL

MANILA – After more than seven years in Y&R Philippines, Chief Creative Officer Badong Abesamis has moved on to open a new ad agency, GIGIL.

Under his guidance, Y&R was named numerous times among the top five creative agencies in the country – a first in the office’s history. With his team, he helped win Y&R its first Philippine Agency of the Year plate in 2016, snatching another this year. The agency bagged for the Philippines its first APAC Effies metal on his watch. And under his direction, Y&R Philippines snared its first pride of Cannes Lions since it opened for business 30 years ago.

Abesamis had previously worked in Avellana, McCann, Leo Burnett, Ace Saatchi & Saatchi, and TBWA\. He is one of the youngest inductees to the Hall of Fame of the Creative Guild of the Philippines, of which he was named Chairman in 2016.


“I will always be grateful to Y&R for giving me the chance to lead a creative department, but more so to my boss Marcus Rebeschini whose standards are uncompromising, to say nothing of his kindness,” Abesamis tells adobo.

Rebeschini, Y&R Asia Chief Creative Officer, replies, “Thank you. Thank you. And thank you. Badong, you’ve been nothing but amazing to work with; on behalf of myself and the network, thank you for leaving Y&R Philippines 200++% better than when you joined it. Thank you.”

Abesamis is now partnering with Herbert Hernandez and Isabel Prollamante in founding GIGIL.

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