The move comes as GIGIL celebrates being named the No. 1 Agency in Asia-Pacific in Campaign Brief’s “The Work 2025.” This recognition underscores the agency’s continued push to deliver world-class creative solutions while staying rooted in local culture and consumer insight.
A Cambodia-focused promise
The new Phnom Penh office will fuse global creative thinking with a deep understanding of Cambodian consumers. Leading the team is Joef Pena, who brings nearly three decades of brand and marketing communications experience, including almost 20 years in Cambodia.
Pena has previously held senior leadership roles in Cambodia’s largest agencies, top multinational networks like JWT Manila and FCB, and key local businesses. His portfolio includes campaigns for major brands such as Smart Axiata, Samsung, Tiger Beer, ABC Beer, ABA Bank, J Trust Royal Bank, ANZ Royal Bank, Ganzberg, Coca-Cola, and Danone.
“Our vision is to enable brands in Cambodia to access the same level of creativity and effectiveness that has earned GIGIL global recognition—while grounding the work in authentic Cambodian culture,” said Pena, country head of GIGIL Phnom Penh.
Unlocking Cambodian creativity
GIGIL emphasized that the Phnom Penh office will amplify the creative potential already present in Cambodia while introducing a fresh, globally recognized approach to advertising. The agency has built a reputation for campaigns that entertain, engage, and deliver measurable results for clients such as Netflix, Grab, and Jollibee.
“We’re excited to partner with brands in the country and prove that creativity rooted in Cambodia can compete with the best in the world,” said Jake Yrastorza, managing partner of GIGIL Global.
With its new office, GIGIL signals a long-term commitment to Cambodia, offering a rare balance of international excellence and local authenticity. —Ed: Corrie S. Narisma
