L3 Advertising Inc. is a full-service multicultural marketing and advertising agency specializing in marketing to Asian American consumers (including Chinese, Korean, Vietnamese, Japanese, Filipino and South Asian).
Founded in 1984 in New York City, L3 Advertising was the first Asian American advertising agency in the U.S. to develop and execute marketing campaigns for Fortune 500 companies. L3 Advertising is 100% minority-owned and is certified by the NY/NJ Minority Purchasing Council.
Advertising
Event Marketing
Direct Marketing
Public Relations
Sales Promotion
Interactive Marketing
Media Planning & Buying
Marketing Research
Strategic Planning & Consumer Insights
Creative development
Branding & Identity Development
A partial list of current and past clients of L3 Advertising includes:
Vonage
Diageo
Seminole Hard Rock Casino
Fantasy Springs Resort Casino
Chase Bank
EmblemHealth
Caesars Entertainment
Mohegan Sun
New York Organ Donor Network
Remy Martin
Phoenix TV
Xinhua News Agency
Verizon
The Partnership for a Drug-Free America
MetLife
Campbell’s
Colgate-Palmolive
Nestlé
E-Trade
Flushing Bank
The agency has won numerous advertising industry awards for work on behalf of its clients:
The Adcolor Awards (2013)
Summit Creative Award (2009, 2012)
Davey Awards - Consumer Newspaper/Magazine-Newspaper Ad (four in 2008)
Davey Awards - Individual Achievement-Art Illustration (two in 2008)
Davey Awards - Print Campaign Categories-Promotional/Branding (2008)
AGA (American Gaming Association)Communications Awards (2008)
SIAA (Services Industry Advertising Awards) (four in 2006)
Annual Creativity Awards (2008)
Summit MEA (Marketing Effectiveness Award) (two in 2006)
During its history, L3 Advertising has been responsible for several Asian marketing industry firsts.
The 2010s
2010 – JLG launched the health & wellness television series Better Body & Soul as a guide to living a happier, healthier, stress-free lifestyle, representing a “first” for in Asian marketing. Better Body & Soul provided original content integration for L3’s client EmblemHealth, in order to amplify the brand’s overall marketing efforts.
2012 – JLG launched the documentary series Routes chronicling the personal stories and achievements of Asian American artists.
2013 – Joe Lam is the recipient of the 2013 ADCOLOR “Legends” Award for his career and accomplishments in the advertising industry.
The 2000s
2000 – L3 founded 1947 Communications, the first U.S. ad agency focused specifically on the affluent and rapidly growing South Asian/Indian consumer market.
2001 – L3 became one of the founding members of the S/R Communications Alliance, the advertising industry’s first network of 12 minority-owned marketing companies allied together to share resources, expertise and common client opportunities.
2003 – L3 Advertising launched L3G, an exclusive joint venture with the Chinese government and the Chinese Postal Authority to develop direct mail and outdoor advertising opportunities for multinational advertisers in China.
2006 – L3 Advertising launched JLG Entertainment, a production and entertainment company, to create and produce original broadcast and digital content for clients, including programs such as the “Better Living in USA” TV series.
The 1990s
1990 – L3 Advertising opened its Los Angeles office and became the first and only Asian American ad agency with offices on both coasts, serving clients such as Remy, MetLife, MCI, Bank of America, Pacific Bell and Mervyn’s department stores.
1994 – The book Advertising and Marketing to the New Majority is published, co-edited by Joe Lam. The book became a standard textbook used for college marketing classes around the country.
1999 – L3 became one of the founding agencies of the Asian American Advertising Federation that helped to organize and create a sense of recognition for this rapidly growing market. Joe Lam served as one of the founding board of directors.
The 1980s
1984 – Joe Lam, Lawrence Lee & Wing Lee launched L3 Advertising, the first advertising agency in the U.S. to develop and execute a marketing campaign for a Fortune 500 company.
1986 – 1990 news stories about L3’s work in this new marketing field were featured in the New York Times, Crain’s Business, Advertising Age, Business Week, Marketing Week and Adweek.
1987 – L3 Advertising was profiled in Newsweek in a feature about the blossoming Asian American consumer market.
