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Anthony Farina

Anthony Farina 

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TRENDSETTERS: CSL's Anthony Farina Urges Marketers "To Say What They Stand For"-- Especially Now

The Internationalist Trendsetters is written by Deborah Malone, founder of The Internationalist.

Anthony Farina is Chief Communications Officer & Global Corporate Affairs Leader at CSL Behring—now the world's third largest biotechnology leader.  Earlier this month, CSL Behring announced the formation of a new alliance with Japan's Takeda Pharmaceutical Company and other international partners to develop a potential plasma-derived therapy for treating COVID-19.  He commented that "Unprecedented times call for unprecedented actions. This new alliance brings together the expertise of industry leaders worldwide for scale, sustainability and reliability." 

Few marketers are given the opportunity to introduce a well-established, but little-known, company to the world. Anthony Farina has been building the global communications function at CSL Behring— literally from the ground up-- as he is the first chief communications and marketing officer in the global biopharmaceutical firm's 100-year history.  He is working internally and externally to portray a global organization that is literally saving lives through the development of biotherapies to treat rare and serious diseases. And he's doing it with both refreshing genuineness and a new level of personalization that's only possible in a digital age.

To hear more from Anthony Farina, tune in to our Trendsetters podcast as he shares many of the lessons he learned from that building process and why "saying what you stand for" and being consistent about the purpose of your organization is critical in these times.  CLICK HERE.

In our conversation, we discuss the following:

  • His three principles for engagement during these extraordinary times.
  • How to make a difference when building a global brand from the ground up.
  • Ways to build confidence among stakeholders and employees.
  • Why a longer-term strategy is an essential blueprint for any purpose-driven initiative.
  • The role of the CEO in a non-traditional communications program.
  • How you can donate plasma if you've recovered from COVID-19.

The Internationalist was founded to help better understand the "reinvention of marketing" by connecting the people and ideas in international advertising and marketing.  Our Trendsetters eNewsletter lives at the heart of this Internationalist mission as it spotlights a person and an idea in international marketing.  Over the last decade, we have amassed hundreds of profiles of extraordinary individuals and their groundbreaking work on our website. 

We've learned that there's interest in hearing the voices of these marketers directly, which gave life or our TRENDSETTERS podcast, now part of the Success Made to Last Network on Blog Talk Radio. Started by an Executive Producer with a past marketing/branding career at Procter & Gamble, PepsiCo and General Mills, the network boasts nearly 1 million listens in the US.  

If you'd like to learn more about The Internationalist's Trendsetters podcast series, here's an introduction to the show:

Anthony Farina is globally recognized as an innovative and results-oriented strategic communications leader with an established record of developing and leading creative, high-performance global teams that deliver against business objectives. He has held a range of progressive leadership roles during his 30-year communications career in both the private and public sectors, including as an Associated Press award-winning journalist and executive communications director for the governor of Delaware.

As the first Chief Communications Officer for one of the world's largest — and oldest — biotech companies CSL Limited (ASX: CSL), Anthony leads strategic communications, brand and reputation management, and corporate affairs for the company in more than 60 countries with 21,000+ employees and nearly $10 billion in annual revenue.

Under Anthony's leadership, CSL has evolved from "the largest company no one has ever heard of" to a global brand leader in rare diseases. He created CSL's global Communications function, launched its first global brand positioning as well as employer brand, transformed its digital communications into leading-edge capabilities and developed a differentiated content strategy which is yielding tangible business results. During Anthony's tenure, CSL's CEO has emerged as a global thought leader, earning a number of recognitions including "CEO of the Year" by the highly respected Australian Financial Review. Forbes also named CSL among its Top 50 employers in the world in 2017 and 2018 for the first time.

Anthony was named among the world's top 25 communications and marketing leaders as "Internationalist of the Year" in 2017 for championing innovative communications strategies and advocating responsible brand-building. He is widely recognized for his Public Relations excellence, including receiving the Best of Silver Anvil Award and 2 additional Silver Anvil Awards by the Public Relations Society of America (PRSA.)