In 1975 Joe Kaufman left the ivory tower comfort of Australia’s biggest advertiser at the time, Golden Fleece Petroleum, to start his own advertising business, Leba Advertising. It didn’t take him long to realize that there was little on offer by advertisers for the multicultural community – a niche market rich in culture, opportunity and highly receptive to advertising in their own language. Joe’s single minded focus was to unite the representation of all ethnic media in Australia under one roof.
With Australia’s increasing migration program and Government support for multicultural development, Leba quickly emerged as a specialist media representation company with skills in integrated cross-cultural communications.
Joe’s sons, Allan and Danny Kaufman are joint Directors of Leba. Driven by the same passion that inspired their father, they lead a team of dedicated people with a shared vision of helping Australian advertisers to successfully communicate their product features and benefits to the right audience, in their own language.
Leba are arguably Australia’s largest advertising service provider in ethnic media, assisting over 700 clients nationally in reaping the best possible return on their ethnic media investment. Furthermore they take pleasure in partnering their clients and delivering solutions that contribute to their successes. Having strong working relationships with over 300 ethnic print titles, a vast array of digital publishers, over 100 radio stations and Ethnic Pay TV helps Leba reach some 68 different communities throughout Australia.
At Leba Advertising we look to tomorrow. We see the continued growth of multicultural Australia, the changing behaviour of consumers due to technological advancements and the tightening grip of our economic status. We know that it will get harder for marketers to reach and convert the right audience, but believe that targeted messages delivered through clever use of media will always lead to increased sales. Tomorrow, anything is possible.