The PR Net 100, 2022: 5th Column

If you’re seeking success at the intersection of marketing and Web3, look no further than Akbar Hamid. His first agency, 5th Column, is well-known for its work with global luxury brands and consumer products alike. In late 2021, 5th Column launched subsidiary crypto agency 5CRYPTO, which taps the team’s marcomms expertise to help brands bridge the gap between crypto, the consumer and the mainstream market. Today, the New York- and Miami-based company is paving the way for mass consumer adoption of new technologies with some of the biggest innovators in the space, including The Sandbox, Doodles, Deadfellaz, William Quigley & WAX, NYX Cosmetics & L’Oreal, the CFDA (Council of Fashion Designers of America) and many more. What’s particularly unique about Hamid’s Web3 offering is its inclusive nature: he most recently co-founded People of Crypto Lab, an innovation hub dedicated to advancing and celebrating representation, diversity and culture in Web3.

Notable long-term clients:

Natural Diamond Council, Silhouette Eyewear, Don Papa Rum, VINTUS - Champagne Bollinger & Chateau Minuty, Dalmore Whiskey, Pasqua Wines

New client wins:

Doodles, Chambord, CFDA (Web3 Strategy), Macy’s x Maluma x Reunited Clothing, Chateau Minuty, NYX Cosmetics - L’Oreal Group (Web3 Strategy), The Sandbox, BlockBar, Deadfellaz, DANVAS, FlickPlay, Gutter Cat Gang, Worldwide Asset eXchange (WAX), Rumble Kong

How is the agency advancing DEI in the industry?

“In June 2022, 5CRYPTO led the exciting launch of People of Crypto (POC) Lab with The Sandbox. POC is the metaverse’s first ever diversity, equity and inclusivity center that launched during Pride month to bridge IRL Pride with the virtual gaming world and celebrate Pride 365, ensuring access to safe spaces where visitors can be their most authentic selves all year round. POC is a creative and innovation lab dedicated to increasing diversity, participation and representation in Web3, with the mission to build the metaversal blueprint for inclusion and empower black and brown women, BIPOC, LGBTQIA+ and the differently abled. Their launch has ignited a movement and cultural shift within the Web3 community, winning an award not even 30 days post-launch via Mixity, taking home the gold prize by the 'Workplace Inclusion Forum' as the leading media D&I initiative in 2022 for beauty integrations.”

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