The PR Net Next Gen, 2023: 5th Column

Web3 Agency of the Year

5th Column initially built its reputation with the team’s expertise in communications planning and experiential marketing for global brands and startups alike. What has catapulted them to the forefront of today’s PR landscape though, is their fast adoption – and invention – of Web3 strategy. Founder Akbar Hamid saw the opportunity early on to really learn Web3 and metaverse ins and outs, and the agency quickly became leading global strategists in this category, building an entire new division (5CRYPTO) and revenue stream for both the agency and clients amidst the pandemic years. The team is guiding the industry into Web 3.0 and how to integrate cryptocurrency, NFTs and metaverse into ongoing marketing strategies. One such example: the team brought Pride and the global LGBTQIA+ Community together in the first-ever Metaverse Pride through a one-of-a-kind experiential Web3 activation with NYX Cosmetics and The Sandbox. They also conceptualized and executed the CFDA entry into Web3 to celebrate the organization’s 60-year anniversary. In more traditional PR news, the agency recently produced Birkenstock’s first-ever global brand-owned event in NYC and has expanded into the travel and hospitality sector as well as the non-alcoholic beverage category.


Akbar Hamid, Founder

Agency founded:


Notable clients:

Birkenstock, NYX Cosmetics, The Sandbox, Champagne Bollinger, The Dalmore Whisky, Doodles, Chambord, Silhouette Eyewear, Chateau Minuty

New client wins:

Virgin Hotels New York, NYX Cosmetics (L’Oreal USA), ZOA Energy

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