Integrated agency The 5th Column (5C) delivers bold, culturally fluent campaigns that resonate across luxury, mass, and emerging markets, with expertise spanning wine and spirits, beauty and wellness, fashion, lifestyle, hospitality, food and beverage, and gaming and emerging technologies. This year, the agency brought the Absolut House of Cosmo to Coachella, in partnership with Paris Hilton and 11:11 Media, creating an immersive activation and extending the experience through the Absolut x Paris Hilton Cosmo Collection. 5C also partnered with Spatial to launch Walmart UNLIMITED, a gamified, shoppable experience that seamlessly integrated real products into story-driven gameplay, generating widespread media attention and user engagement. On the consumer front, the agency introduced Pash, a skincare brand from reality star Harry Jowsey, executing a bi-coastal launch that combined press, influencer, and experiential strategies to drive awareness and authentic engagement. This year also marked 5C’s 10th anniversary, celebrated with a rebrand rollout and an interactive NYC event that highlighted the agency’s creativity and culture.  

Leadership team: 

Akbar Hamid, CEO

Jana Epstein Gettinger, Senior Vice President & Chief of Staff

Jaclyn York, Vice President

Ashley Wingert Turnbaugh, Vice President

Kristen Nossokoff, Assistant Vice President

Notable clients:

Absolut Vodka; Birkenstock; Junglee; NowThis; Pash; Quattro Gatti Gin; Tequila Enemigo; Vintus Portfolio: Champagne Bollinger, Roseblood, Château de Nalys, E. Guigal, Champagne Ayala, Juvé y Camps, Ginraw, Bonanto, Dog Point Vineyard and additional SJB Portfolio Brands (Domaine Chanson, Langlois-Chateau and Ponzi Vineyards), Tommasi, Errázuriz; Virgin Hotels New York City

New clients: 

Artemis Partners/Mountainside, Wanderlust + Co, Quattro Gatti Gin