Mindf*ck: Cambridge Analytica and the Plot to Break America

by Christopher Wylie

Nigel Oakes, the CEO of SCL Group, Cambridge Analytica’s parent company. “Hitler attacked the Jews, because he didn’t have a problem with the Jews at all, but the people didn’t like the Jews,” said Oakes. “So he just leveraged an artificial enemy. Well, that’s exactly what Trump did. He leveraged a Muslim.” Oakes’s company was helping Trump do what Hitler did, but he seemed to find the whole thing amusing. In a separate clip of a discussion between Briant and Wigmore, the Leave.EU communications director also seemed to be interested in reviewing the strategic nature of the Nazis’ communication campaigns. In the tape, Wigmore is recorded explaining, “The propaganda machine of the Nazis, for instance—if you take away all the hideous horror and that kind of stuff, it was very clever, the way they managed to do what they did. In its pure marketing sense, you can see the logic of what they were saying, why they were saying it, and how they presented things, and the imagery….And looking at that now, in hindsight, having been on the sharp end of this [2016 EU referendum] campaign, you think, crikey, this is not new, and it’s just—it’s using the tools that you have at the time.” As we played the recordings, Carmichael just sat there in silence.