The spin doctor shaping his own narrative
Spin doctors typically work in the background. They are called upon when companies, industry groups, or political actors need to frame their narrative for a broader audience – be it in the context of a takeover or defense against one, a crisis situation, or any moment when strong messaging is required.
It’s rare, however, for a communications adviser – an ostensibly neutral label – to make headlines of their own accord. Alexander Geiser is one of those exceptions. The CEO of PR consultancy FGS Global is one of the driving forces behind Made for Germany, a new initiative aimed at highlighting Germany’s strengths as an investment destination.
The „CEOs’ whisperer“
Manager Magazin once described the tall German-Canadian as the „CEOs’ whisperer.“ Whenever something of significance happens in corporate Germany, chances are Geiser and his team are involved – albeit, as is typical in his field, behind the scenes.
Now, Geiser wants to write history himself. In coordination with Siemens CEO Roland Busch and Deutsche Bank CEO Christian Sewing, he met with Chancellor Friedrich Merz and Finance Minister Lars Klingbeil on July 21 in Berlin.
As part of the initiative, a group of CEOs have announced a 300 billion euros investment package. Of course, these companies would likely make the investments regardless. But the event was designed to create a sense of momentum across the country – or rather, Geiser wants to create that momentum. He is pulling the strings. He is the one connecting the dots.
Master networker
Geiser has been in communications for over 25 years, involved in some of the biggest deals and crises in modern German corporate history. He knows the key players, lunches with them, and is respected across boardrooms and ministries: by CEOs, investment bankers, hedge fund managers and politicians alike.
And he has a message: „I’m very optimistic about Germany. We have so much to offer – so much talent and capability. Much more than people might think right now.“ That’s what he said shortly before the last federal election on the widely followed OMR podcast. He wants to change „how people talk about Germany.“ The public debate, he argues, is too focused on the negatives. With Made for Germany, Geiser hopes to shift that narrative – both domestically and abroad.
He’s proven his assertiveness within his own firm. Geiser began his career in 1998 at German consultancy Hering Schuppener, rose to managing partner, and helped orchestrate the merger that became FGS Global – an international powerhouse with 1,400 employees across more than 30 offices, from Tokyo to New York to Dubai. Since last year, the majority owner has been KKR – another partner in the Made for Germany initiative.
