Long before the term “Relationship Marketing” existed in our industry lexicon,
L3 Advertising was helping its clients to build brands by embracing this simple principle:
Advertising is fleeting. Relationships endure.

Just as in nature, there are annuals and perennials.
Annuals complete their life cycle in one growing season and are gone.
These must be replanted every year.
Perennials endure, returning year after year, growing bigger and more plentiful.

Guanxi literally means “relationships.” But in a more practical sense,
it means the value and currency of those relationships.
Guanxi has been and remains a deep seated concept that lies at the core of Asian
society and the relationship between the people within it.


At L3 Advertising

we deliver ground-breaking communications that create and nurture
lasting relationships between
our clients and Asian American consumers.