Headquartered in NYC with a global presence, The 5th Column (5C) guides leading and emerging brands to drive impactful consumer engagement and action. Over the past year, 5C has achieved notable milestones that reflect its dynamic capabilities. The agency played a pivotal role in Birkenstock's historic IPO, orchestrating the buzzed-about 'Birkenfields' experiential event campaign. In another standout achievement, 5C was enlisted by Absolut Vodka to revitalize its 12-year Coachella partnership with a comprehensive marketing campaign that included a virtual reality extension of the festival, merging art, fashion, music, and cocktails in the metaverse. 5C also supports cryptocurrency exchange Binance, driving marketing and strategic campaigns across MENA, Europe, and Asia. The agency has seen robust growth in the wine & spirits sector, and is expanding into broader food & beverage categories. Recent collaborations include executing Champagne Bollinger's Maison Bollinger Pop-up and providing strategic advisory to Richemont, focusing on leveraging emerging technologies for global innovation. The team is also working with Kin Euphorics and planning to introduce non-alcoholic beverages in the Middle East.
Leadership team:
Akbar Hamid, Founder & CEO
Jana Epstein Gettinger, Senior Vice President
Ashley Turnbaugh, Vice President
Jaclyn Hochberg, Vice President
Notable long-term clients:
Birkenstock, Champagne Bollinger, Virgin Hotels New York, The Sandbox, JUSTIN Wines, Chambord, Richemont, Silhouette Eyewear
New client wins:
Binance, Absolut Vodka, 100 Coconuts, Roseblood, Planoly, Mine Hill Distillery, Foxtrot
What makes your agency a great place in which to work? How have you fostered a positive workplace culture?
“At our core, we believe in fostering a collaborative environment where every team member, from interns to the C-suite, feels integral to our agency's development and growth. Regular company off-sites serve as opportunities to brainstorm and strategize on the brands we aspire to partner with. We outline actionable strategies to reach these clients, ensuring both junior and senior teams are aligned and motivated to achieve our business goals. We prioritize working with brands that resonate with us and ensuring that everyone feels a sense of ownership in our collective success. Given the significant time we spend together in the workplace, it's essential that we not only enjoy collaborating with one another but also find fulfillment in the clients and projects we undertake. Moreover, we take pride in our diverse team, which includes LGBTQIA individuals and is predominantly women-led.”
