May 19, 2020

5 Australian Companies That Took Their Brands Global

Commonwealth Bank
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3 min
5 Australian Companies That Took Their Brands Global

Australia is one of the most affluent and advanced countries in the world, and it is home to many multinational companies.

These companies managed to achieve success both domestically and globally because they are able to develop great products and marketing campaigns that are appealing to consumers around the world. Businesses of all sizes can learn valuable lessons from them.

Here is a look at a few of the top Aussie companies that succeeded in taking their brands global.


Founded in 1975, Telstra is presently the largest Australian telecommunications and media company. Its activities include building and operating telecommunications networks, and marketing a wide range of communication and entertainment products and services, including pay television, Internet access and others. As of 2013, the company generated $25.5 billion in revenue.  


Wesfarmers is one of the largest retailers in Australia, and it has a workforce of more than 200,000 people nationwide, which is the largest in the country. This company has many subsidiaries that collectively provide an extensive range of products and services, from office supplies to insurance. Some of these subsidiaries include Coles Supermarkets, Pick 'n' Pay Hypermarket, Bunnings Warehouse, Officeworks, BusinessDirect, Kmart, Target, Wesfarmers Insurance and Wesfarmers Chemicals, Energy and Fertilisers.

QBE Insurance

QBE Insurance is Australia's largest global insurance company, and it offers insurance to consumers in Australia, Europe, United States and the Asia-Pacific region. In 2014, the company has more than 16,000 employees working in 52 offices around the world. As of 2012, it was ranked 18th among general insurance companies worldwide.


Amcor is a global packaging company that uses flexible and rigid plastics to develop packaging solutions. Its products are used for storing and protecting food, beverage, medical, pharmaceutical, personal and household goods. It has a global workforce of about 27,000 people and operations in 43 countries.

Commonwealth Bank

Established in 1911, Commonwealth Bank is a multinational bank with operations in Australia, New Zealand, US, UK, Asia and Fiji. It offers a wide variety of financial services, including retail and business banking, funds management, investment and broking services, and insurance. It has a number of subsidiaries, which include ASB Bank, Bankwest, Colonial First State Investments, Commonwealth Securities and Commonwealth Insurance.

Marketing Strategies of Australia's Top Global Companies

According to an article entitled "5 Easy Ways to Save More Money", people who wish to reach their goals should set goals that are specific, measurable, attainable, relevant and timely (S.M.A.R.T).

That is how the top Australian global companies establish and achieve their marketing goals.

They use a wide array of marketing techniques that have been proven to be effective, such as print media, content marketing, TV commercials, digital advertising, online films, outdoor advertising and sports sponsorship.

Some of them are also investing substantially in trendy marketing methods such as mobile marketing and social media marketing.

As the global economy continues to improve, Australian multinational companies can expect to enjoy greater success in the near future.

About the Author: John McMalcolm is a freelance writer who writes on a wide range of subjects, from social media marketing to Cloud computing.

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Jun 13, 2021

Seo JungJin: Who is EY’s World Entrepreneur of 2021?

Kate Birch
3 min
From just US$45,000 capital in 2003 to a world-leading biopharma giant with revenues of US$1.69bn today, Seo JungJin is crowned EY World Entrepreneur 2021

Seo JungJin, founder of biopharma firm Celltrion, which most recently developed an antibody treatment for COVID-19, has been named the EY World Entrepreneur of the Year 2021, becoming the first South Korean in the award’s 21-year history.

Regarded as one of the world’s most prestigious business awards program for entrepreneurs, the EY Entrepreneur of the Year celebrates visionary and innovative leaders from across 60 countries who are transforming the world and fostering growth.

JungJin, who is now honoroary chairman of Celltrion Group, was up against a worthy cast of entrepreneurial competitors, taking the crown from among 45 award winners across 38 countries and territories.

Speaking during the virtual event, JungJin described his own interpretation of entrepreneurship as something that brings together “a group of people toward a common vision, embracing challenges as opportunities and committing oneself to contribute to the greater good”.

Why was JungJin crowned King Entrepreneur?

A South Korean native and now 63 years of age, JungJin founded biopharmaceutical firm Celltrion in 2003. In the nearly two decades since its founding, Celltrion has lived up to its goal of advancing health and welfare for all by developing ground-breaking drugs to treat autoimmune disease, various forms of cancer and, most recently, COVID-19.

The company, which JungJin started with just US$45,000 and five of his colleagues, has since growth to more than 2,1000 employees with sales permits in more than 90 countries and revenues exceeding US$1.69bn.

According to the panel, JungJin’s story is a shining example of the power of an unstoppable entrepreneur to change the world with the pandel moved by both his incredible story and his purpose-driven leadership, innovative mindset and entrepreneurial spirit.

Described by the chair of the EY judging panel Rosaleen Blair as “representing everything an unstoppable should be” from taking on the world’s biggest health care challenges to consistently creating long-term value for his company, JungJin’s story is one of incredible tenacity and perseverance that the judging panel felt most represented the entrepreneurial spirit.

“He’s taken breathtaking risks, both personal and professional, to found Celltrion and grow it into one of the world’s leading biopharmaceutical companies,” says Stasia Mitchell, EY Global Entrepreneurship Leader. “His passion for creating affordable, life-saving health care and flair for tackling global problems has led to many treatments that have helped millions of people worldwide and was especially evident this past year through the creation of a COVID-19 antibody treatment.”

How did JungJin get there?

JungJin's entrepreneurial journey started at an early age when he worked as a taxi driver to get himself through Konkuk University in Seoul, South Korea. After studying industrial engineering, he rose through the ranks of Daewoo Motor Co. before losing his job amid the carmaker’s financial troubles following the 1997 Asian economic crisis.

Following this, JungJin started collaborating with colleagues to explore business opportunities in different industries, though none delivered lasting success. The turning point came after he attended a talk hosted by renowned scholars, which inspired him to focus on the biopharmaceutical sector.

And so he founded Celltrion with just US$45,000 of his savings. The launch of Remsima, credited with being the world's first antibody biosimilar, quickly moved Celltrion up the ranks of the country's fairly underdeveloped pharmaceutical sector. Celltrion followed this success with the launch of drugs for breast cancer and lymphoma that today are being used worldwide.

With ambitions to be the world’s first in different areas, Celltrion has pioneered numerous uncharted areas to great success over the past two decades, most recently responding to the global pandemic by successfully developing an antibody treatment for COVID-19 and working to ensure a timely supply of the safe and effective treatment.

“When I first started, my vision was to help patients gain access to safe, effective and affordable medicines and thereby enhance the quality of people’s lives,” explains JungJin. “The success of Celltrion has enabled me to expand on this while finding new ways to fuel my entrepreneurial drive.”


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