Primus in the club of fifty
As the new president of the Harbour Club, Alexander Fleischer wants to further professionalize the communications profession.
As the new president of the Harbour Club, Alexander Fleischer wants to further professionalize the profession of communication managers, whether in politics or in the private sector: communication is becoming increasingly important. Nevertheless, the head of communications in a company is not yet at the same level as the head of finance or HR. "The Head of Marketing & Communications at PricewaterhouseCoopers in Zurich was elected as the new President of the Harbour Club in February. This club of press spokespersons, advertising managers, sponsorship managers and other executives in the field of corporate communications was founded in 2000. The number of members is limited to 50. "We want to remain manageable so that we can really get to know each other and have personal discussions."
Members must not work in an agency, but must be responsible for communications at the highest level in a company. There is a waiting list for the club, but it is "not dramatic". The idea of the club: "We want to raise awareness at the highest level that communication is a strategic value driver and how best to deal with it."
"Harbour Club" sounds international. However, the network is purely Swiss. The name goes back to the Clubhouse on Lake Zurich, where the lunch meetings take place every two months. Half of all members take part in these, Fleischer is pleased to report. The new president is also pleased with the regular "guerrilla workshops" on individual topics. Because only members are allowed to attend, it is possible to "talk freely and also discuss sensitive issues". A public symposium is held once a year. The last one, on the topic of "Reputation Management", was fully booked and also received good external feedback. The next one will focus on "Value creation through communication".
What does communication contribute to value creation? This is a question that Fleischer has to deal with every day in his job. "How can I prove or make clear what it is actually worth communicating?"
Communication is important because the balance sheet value and the capital value of companies are often "very different". Factors such as reputation, brand and image play a major role in capital value. "Our job is to get a better handle on this and not simply take it for granted as we do today."
Today, people also expect a company to create meaning for individual employees and society as a whole. "That almost takes on moral and philosophical dimensions."
Alexander Fleischer became interested in such issues at an early age. In search of meaningful work, he went to Guatemala for nine months after leaving school and worked in development aid there. Back in Germany, he studied business administration in Worms, specializing in tourism. In Berlin, he added an additional degree in journalism and specialized in corporate communications.
While looking for a job, he came across an advertisement for an "international PR agency". Fleischer got the job - with Peter Bütikofer, who also had offices in Berlin and Dresden with his Zurich PR agency at the time. Due to his business background, Fleischer was increasingly assigned to clients in the field of investor relations (IR). This often took him to Zurich. An important client from 1995 to 1998 was Jacobs with the merger of Adia and Ecco to form Adecco.
Bütikofer's last mandate was with the stock market specialists Deloitte & Touch. This finally sparked his interest in IR. Fleischer joined PricewaterhouseCoopers in 1998 as Head of Communications. Two years later, he was promoted to Head of Marketing & Communications.
"What fascinates me about this industry is that its subject matter is very intellectual, abstract and intangible. Others say it's terrible. I like that."
Before the merger with Coopers, Revi Suisse Price Waterhouse was not very marketing and communications-oriented. The merger was "a milestone in the industry" because branding and identity were approached professionally for the first time.
Fleischer has launched three advertising campaigns at PWC. He is proud of another "baby", the CEO magazine. This is sent to clients, opinion leaders and selected students.
He is fascinated by corporate communication because it involves psychological and sociological aspects - and in an economic context that challenges both strategic-analytical and creative processes. "There is still huge potential to develop this further, because we are only at the beginning in the communications industry."
Fleischer loves life in Zurich today, even if he came "a little too early". "You get stuck in this city. I would therefore recommend everyone to move to Zurich first for their professional degree."
The new president of the Harbour Club is married to a Swiss woman, has a twenty-month-old son and relaxes by swimming, handball, basketball, playing the piano and going to the theater.
Alexander Fleischer, Head of Marketing & Communication at PricewaterhouseCoopers.
Members must not work in an agency, but must be responsible for communications at the highest level in a company. There is a waiting list for the club, but it is "not dramatic". The idea of the club: "We want to raise awareness at the highest level that communication is a strategic value driver and how best to deal with it."
"Harbour Club" sounds international. However, the network is purely Swiss. The name goes back to the Clubhouse on Lake Zurich, where the lunch meetings take place every two months. Half of all members take part in these, Fleischer is pleased to report. The new president is also pleased with the regular "guerrilla workshops" on individual topics. Because only members are allowed to attend, it is possible to "talk freely and also discuss sensitive issues". A public symposium is held once a year. The last one, on the topic of "Reputation Management", was fully booked and also received good external feedback. The next one will focus on "Value creation through communication".
What does communication contribute to value creation? This is a question that Fleischer has to deal with every day in his job. "How can I prove or make clear what it is actually worth communicating?"
Communication is important because the balance sheet value and the capital value of companies are often "very different". Factors such as reputation, brand and image play a major role in capital value. "Our job is to get a better handle on this and not simply take it for granted as we do today."
Today, people also expect a company to create meaning for individual employees and society as a whole. "That almost takes on moral and philosophical dimensions."
Alexander Fleischer became interested in such issues at an early age. In search of meaningful work, he went to Guatemala for nine months after leaving school and worked in development aid there. Back in Germany, he studied business administration in Worms, specializing in tourism. In Berlin, he added an additional degree in journalism and specialized in corporate communications.
While looking for a job, he came across an advertisement for an "international PR agency". Fleischer got the job - with Peter Bütikofer, who also had offices in Berlin and Dresden with his Zurich PR agency at the time. Due to his business background, Fleischer was increasingly assigned to clients in the field of investor relations (IR). This often took him to Zurich. An important client from 1995 to 1998 was Jacobs with the merger of Adia and Ecco to form Adecco.
Bütikofer's last mandate was with the stock market specialists Deloitte & Touch. This finally sparked his interest in IR. Fleischer joined PricewaterhouseCoopers in 1998 as Head of Communications. Two years later, he was promoted to Head of Marketing & Communications.
"What fascinates me about this industry is that its subject matter is very intellectual, abstract and intangible. Others say it's terrible. I like that."
Before the merger with Coopers, Revi Suisse Price Waterhouse was not very marketing and communications-oriented. The merger was "a milestone in the industry" because branding and identity were approached professionally for the first time.
Fleischer has launched three advertising campaigns at PWC. He is proud of another "baby", the CEO magazine. This is sent to clients, opinion leaders and selected students.
He is fascinated by corporate communication because it involves psychological and sociological aspects - and in an economic context that challenges both strategic-analytical and creative processes. "There is still huge potential to develop this further, because we are only at the beginning in the communications industry."
Fleischer loves life in Zurich today, even if he came "a little too early". "You get stuck in this city. I would therefore recommend everyone to move to Zurich first for their professional degree."
The new president of the Harbour Club is married to a Swiss woman, has a twenty-month-old son and relaxes by swimming, handball, basketball, playing the piano and going to the theater.
Alexander Fleischer, Head of Marketing & Communication at PricewaterhouseCoopers.
Andreas Panzeri
