The PR Net Next Gen, 2024: The 5th Column

DEI Agency of the Year

The 5th Column (5C) is a dynamic agency that advises both established and emerging global brands with omni-channel communication strategies – including experiential marketing, production, partnerships and content creation. 5C connects brands to consumers and culture in memorable ways; recognizing the growing importance of gaming and tech innovations, 5C quickly became a leader in metaverse and web3 marketing and communications. A minority-owned, women-led and NGLCC-certified agency, 5C embeds diversity and inclusivity in both its team composition and client initiatives. For example, the agency collaborated with Walmart and People of Crypto Lab on a groundbreaking initiative in gaming and the metaverse, sparking a global conversation on Black culture, hip hop and inclusion in digital spaces. This year, 5C orchestrated the immersive BIRKENFIELDS experiences in New York City to celebrate Birkenstock's IPO and executed the opening of the brand’s retail store in Miami's Design District. The team also supported Champagne Bollinger with a series of events in New York City, and raised awareness for JUSTIN Vineyards & Winery during Miami Art Week. 


Akbar Hamid, CEO & Founder 

Nathan Puksta, COO 

Jana Epstein Gettinger, Senior Vice President & Chief of Staff 

Ashley Turnbaugh, Vice President

Notable clients:

The Sandbox, Virgin Hotels, Absolut Vodka, NYX Cosmetics (L'Oréal) (gaming specific), Birkenstock, Champagne Bollinger, The Dalmore Whisky, Doodles, Chambord, Silhouette Eyewear, Chateau Minuty, Arianee, WAX Blockchain

New client wins:

Birkenstock, JUSTIN Vineyards & Winery (The Wonderful Company), Absolut Vodka, The Dalmore, Champagne Bollinger, nWay (Animoca Brands), Horizon Blockchain Games (Brevan Howard Digital), The Sandbox Fashion, Outfox Hospitality (Foxtrot and Dom's Kitchen & Market), Chambord, Virgin Hotels New York City, Virginia Distillery Company

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