Independent ideas agency GIGIL has opened its newest office in Phnom Penh, marking another milestone in its global expansion beyond New York, Los Angeles, and Toronto. The move underscores the agency’s commitment to delivering bold, award-winning creativity rooted in deep local culture and consumer understanding.
The launch comes on the heels of GIGIL being named the No. 1 Agency in Asia-Pacific in Campaign Brief’s The Work 2025 — a recognition that cements its reputation as one of the most effective and inventive creative shops in the region.
Heading GIGIL Phnom Penh is Joef Pena, a seasoned communications leader with nearly three decades of brand and marketing experience, including two decades spent shaping Cambodia’s advertising landscape. His portfolio includes work for some of the country’s most iconic brands such as Smart Axiata, Samsung, Tiger Beer, ABC Beer, ABA Bank, J Trust Royal Bank, ANZ Royal Bank, Ganzberg, Coca-Cola, and Danone. Pena has also held senior roles at top multinational networks like JWT Manila and FCB.
“Our vision is to empower Cambodian brands with the same world-class creativity that has made GIGIL a global name, while ensuring every campaign remains authentic to Cambodian culture,” said Pena, now Country Head of GIGIL Phnom Penh.
Joef Pena, Country Head, GIGIL Phnom Penh, with Jake Yrastorza, Managing Partner, GIGIL Global.
The agency emphasized that its Phnom Penh office is not about importing ideas but unlocking Cambodia’s creative potential — elevating local insights through globally recognized, results-driven campaigns. GIGIL has a track record of creating work that entertains and delivers impact for clients such as Netflix, Grab, and Jollibee, and now aims to bring the same standard to brands in Cambodia.
“We’re excited to prove that creativity born in Cambodia can stand shoulder-to-shoulder with the best in the world,” said Jake Yrastorza, Managing Partner of GIGIL Global.
With its entry into Phnom Penh, GIGIL strengthens its Southeast Asia presence and offers brands a rare balance: global creative excellence paired with genuine cultural fluency.
For partnerships and inquiries, contact cambodia@gigilglobal.com.