Global Chief Communications Officer, CSL Limited
Few marketers have the opportunity to introduce a well-established, but little-known, company to the world. Anthony Farina is building the global communications function at CSL Limited from the ground up and is working internally and externally to portray a global organization that's literally saving lives through the development of biotherapies to treat rare and serious diseases. He's doing it with both refreshing genuineness and a new level of personalization that's only possible in a digital age. CSL Limited owns global biotherapeutics leader CSL Behring and Seqirus, the world's no. 2 influenza vaccine provider
As the first Chief Communications Officer for 100-year-old global biopharmaceutical firm CSL, Anthony Farina has built and developed its first global communications function and is reorganizing resources to support sustainable growth. He is accountable for building, protecting and defending CSL's reputation with key stakeholders and influencers around the world as the company saves lives and improves the quality of lives by applying its science to treating rare and serious diseases.
Patient relationships are critical to a company that treats people with rare diseases. CSL's brand-building is centered around patients as the heroes and their stories told with honesty and emotion. With this in mind, Anthony advocates for "getting it right, not rushed." His premise is built on a vision that CSL is not a typical biopharma company, but is in the people business. He adds, “As communicators and marketers, we are responsible for telling patients' stories in a responsible, compelling and genuine way." By tapping into emotions through multimedia approaches, a deeper bond and relationship can be developed between the brand and all stakeholders. After all, what is more important than saving a life?
Prior to CSL, he worked as the Head of Global Public Affairs & Director of Corporate Communications for DuPont as it transitioned from a chemical company to a science company. Under his leadership, DuPont earned several communications recognitions, including several of PRSA's “Silver Anvil Awards,” and progressively advanced in a number of leading global reputation indicators, including FORTUNE magazine's Top 50 "Most Admired Companies" list.