From Smell Marketing to Political Manipulation: The Rise of Nigel Oakes and Cambridge Analytica

Cambridge Analytica, the infamous data analytics firm, has become a household name since its involvement in the 2016 US presidential election and the Brexit referendum. But there’s one name that has not received as much attention – Nigel Oakes, the founder and CEO of the parent company of Cambridge Analytica. Today we’ll uncover the story behind Cambridge Analytica and its enigmatic leader.

Table of Contents

Who is Nigel Oakes?

Nigel Oakes was born and raised in the United Kingdom. He attended Eton College, an elite British boarding school. A few years after graduating, he became romantically involved with Lady Helen Windsor, a member of the British royal family. In 1985, he made headlines for crashing Lady Windsor’s 21st birthday party at Windsor Castle, for which he was arrested and fined £155.

After starting his career as a record producer and DJ, Nigel joined one of the leading advertising agencies in Britain, Saatchi & Saatchi, in 1987. At Saatchi & Saatchi, Nigel developed a deep interest in psychology and its effects on group behavior. He hired respected academics to fill in the blanks of his methodology, which led to the creation of the Behavioural Dynamics Institute (BDI), Nigel’s first major company.

Nigel’s Entrepreneurial Ventures

Within two years of BDI’s creation, Nigel felt confident enough to use it for commercial purposes. In 1992, he created Marketing Aromatics, a company whose mission was to influence behavior through smell. However, the business wasn’t exceptionally profitable, and Marketing Aromatics would exist for less than 4 years because Nigel quickly realized that it was governments who would be his ideal client.

Thus, Nigel shifted gears and began targeting elections in less developed countries, starting in 1993 with his new company: Strategic Communications Laboratories, or SCL. As someone versed in the ways of psychology, Nigel knew that he needed to impress his clients in order to win them over. To that end he hired the same company that worked on the sets of the James Bond movie Goldeneye to create his offices in a similar style across all the countries he operated in.

SCL’s Role in Elections

SCL boasts of having operated in over 100 countries. However, the company’s methods were not always ethical or effective. In the year 2000, SCL was engaged in a campaign to improve the image of Indonesia’s new democratic government after 31 years of dictatorship. The methods SCL reportedly used were less than exemplary: they hosted seminars and bought TV ads in the names of unrelated nonprofits and even USAID, which of course wasn’t involved. In one particular instance, SCL tried to get newspapers to publish articles about a secret intelligence report supporting the government that was actually made up. Nigel’s methods proved ineffective, for the government was deposed less than a year later. The situation soured so much that Nigel was forced to flee to Singapore.

Cambridge Analytica Emerges

In 2013, SCL’s data analytics division, Cambridge Analytica, was created as a subsidiary of the parent company. The company was focused on using data and analytics to target political ads and messaging with the aim of influencing voter behavior. The company quickly became known for its involvement in the Brexit referendum and the 2016 US presidential election.

Cambridge Analytica’s Controversial Methods

Cambridge Analytica’s methods were considered controversial for several reasons. One of the main concerns was their use of data mining techniques to collect large amounts of personal data from social media platforms without users’ explicit consent. They would use this data to create detailed psychographic profiles of users, which could be used to target them with tailored political messages. This approach raised concerns about privacy and data protection, particularly given the potential for the misuse of personal data.

Another controversial aspect of Cambridge Analytica’s methods was their use of dark ads and microtargeting. They would create tailored ads designed to appeal to specific groups of voters based on their psychographic profiles. These ads would be shown only to the targeted group, making it difficult for others to scrutinize the messaging. This raised concerns about the manipulation of public opinion and the potential for the spread of disinformation.

Cambridge Analytica was also accused of using unethical tactics, such as offering bribes and conducting smear campaigns against political opponents. They were linked to several high-profile political campaigns, including the 2016 US Presidential election and the UK’s Brexit referendum, which raised concerns about foreign interference in democratic processes. While Cambridge Analytica denied any wrongdoing, their methods sparked widespread debate about the role of data analytics and technology in politics and the need for greater regulation of these industries.

How Cambridge Analytica’s Legacy Lives On

Despite the demise of Cambridge Analytica, its legacy continues to shape the world of political advertising and data analytics. The use of targeted messaging and personalized ads based on extensive data collection and analysis is now a common practice in political campaigns worldwide. However, the debate over the ethics and legality of such practices is far from over.

Moreover, the Cambridge Analytica scandal highlighted the need for greater regulation and oversight of the tech industry. In the aftermath of the scandal, governments around the world have introduced new data privacy laws and regulations, such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States.

The controversy also highlighted the need for greater transparency and accountability in political advertising. In response, platforms such as Facebook and Google have introduced new transparency tools and policies, such as political ad archives and verification processes.

However, the effectiveness of these measures remains questionable, and the issue of political advertising remains a complex and challenging one. The use of data analytics and targeted messaging has the potential to shape public opinion and influence the outcomes of elections and referendums. The lack of transparency and accountability in this process can undermine the democratic process and erode public trust in institutions.

Conclusion

In conclusion, the story of Cambridge Analytica and its founder, Nigel Oakes, is a cautionary tale of the dangers of unregulated and unscrupulous practices in the field of data analytics and political advertising. The legacy of the company’s methods and techniques continues to shape the world of politics and technology, and the debate over the ethics and legality of such practices remains ongoing. It is up to policymakers, industry leaders, and the public to work together to ensure that the power of data and technology is harnessed for the greater good and not abused for personal or political gain.

TL;DR

Cambridge Analytica is a data analytics firm that gained notoriety for its role in the 2016 US presidential election and Brexit referendum. The firm’s founder and CEO is Nigel Oakes. Oakes attended Eton College and began his career as a record producer before joining the advertising agency Saatchi & Saatchi. In 1992, he created Marketing Aromatics, a company whose mission was to influence behavior through smell. In 1993, he founded SCL, which aimed to target elections in less developed countries. SCL’s methods were not always ethical or effective, which caused the company to flee to Singapore in 2000. In 2013, Cambridge Analytica emerged as a subsidiary of the parent company, focused on using data and analytics to target political ads and messaging. Cambridge Analytica’s methods were considered controversial due to their use of data mining, dark ads, and microtargeting. They were also accused of using unethical tactics such as offering bribes and conducting smear campaigns. Cambridge Analytica’s legacy continues to shape the world of political advertising and data analytics despite its demise, and the need for greater regulation and oversight of the tech industry is now highlighted.

Cambridge Analytica is a data analytics firm that played a controversial role in the 2016 US presidential election and Brexit referendum.
Nigel Oakes is the founder and CEO of the parent company of Cambridge Analytica.
Oakes attended Eton College and began his career as a record producer before joining Saatchi & Saatchi.
In 1992, he created Marketing Aromatics, which aimed to influence behavior through smell.
In 1993, he founded SCL, which targeted elections in less developed countries, using less than exemplary methods.
In 2013, Cambridge Analytica emerged as a subsidiary of SCL, focused on using data and analytics to target political ads and messaging.
Cambridge Analytica’s methods were considered controversial due to their use of data mining, dark ads, and microtargeting.
They were also accused of using unethical tactics such as offering bribes and conducting smear campaigns.
The legacy of Cambridge Analytica continues to shape the world of political advertising and data analytics, and the need for greater regulation and oversight of the tech industry is now highlighted.
The Cambridge Analytica scandal has led to the introduction of new data privacy laws and regulations worldwide.