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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.