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.”
From some of the most loved luxury hotels in Puglia, Italy to elevated dining in New York City, Jessica Aufiero’s agency has long represented top hospitality, culinary and lifestyle clients. Her team has helped put major names on the map through their hybrid approach to PR, which mixes traditional earned media with experiential and strategic partnerships, social media and strong influencer relations. Now, Jessica Aufiero Communications is offering full social media account management, content creation and influencer partnerships. Among the year’s highlights was the launch of Peakaboo, a sky high bar and lounge on the 101st floor of Hudson Yards, adjacent to Peak Restaurant. The team also opened Michelin-starred restaurant Caviar Russe’s new caviar bar and lounge in November 2021.
Leadership team:
Jessica Aufiero, Founder
Notable long-term clients:
Borgo Egnazia, Masseria San Domenico, Caviar Russe, Peak at Hudson Yards, Tormaresca Winery, Agata & Valentina
New client wins:
Lungarno Collection, Portrait Hotels, Thierry Atlan Master French Chocolatier
Highlight any particularly successful client campaigns and their outcomes.
“JAC began working with Borgo Egnazia, a unique destination and luxury resort in Puglia, Italy in 2012. At the time, the hotel was barely known, and Puglia was one of Italy’s most beautiful but least-traveled areas. Over the past 10 years, JAC has worked to raise awareness and build buzz not just for the property but also for the region. This was achieved by targeted outreach to top tier travel and hospitality media, as well as strategic partnerships and events leveraging unique aspects of the hotel, from its food and fashion to design and wellness. JAC persuaded the hotel marketing and management team to begin working with high level influencers to help garner attention for the region and to grow the brand’s social media presence. We also created a series of Puglian-inspired ‘word of mouth’ gifts for key media, influencers and tastemakers, featuring Borgo Egnazia’s olive oil, fresh pasta and sauce from their shop, Bottega Egnazia, to bring a taste of Puglia to New York City. Other initiatives included coordinating ‘Borgo a Casa,’ a special dinner for media, influencers and VIPs hosted by Borgo’s Michelin starred Chef Domingo Schingaro and owner Aldo Melpignano at a private home in New York City to recreate the feeling of the warmth and conviviality of dinners in Puglia. During the pandemic JAC initiated a series of virtual cooking events and wellness experiences for media who could not travel to Italy due to the pandemic. Since beginning our work with the property, celebrities such as Justin Timberlake, Jessica Biel, Madonna and Victoria and David Beckham have all become fans. If judging by Instagram means anything, then the region of Puglia has finally earned its spot as one of Italy's most spectacular and unique regions worth visiting, and Borgo Egnazia was one of the first luxury destinations to lead the way.”
