Career
In 1977 Joseph established Ethnic Communications, the world’s first agency to specialize in multicultural marketing. He also founded Multicultural Marketing News, a free specialist magazine. Acting as "a continuous reminder and celebration of.. the great and positive contributions of migrants to our country."
In 2008, Joseph Assaf published In Someone Else’s Shoes, detailing his experiences as a migrant in Australia and also explores his understanding of the nature of Australian society in the context of multiculturalism.
Former Prime Minister Kevin Rudd said of the book that it "is a great story writ large about the lives of so many who have come to this country from afar and made this country great.".
