Alexander Nix

In 2010 Nix married Olympia Paus, a wealthy Norwegian shipping heiress.

In 2013, Nix set up Cambridge Analytica as an offshoot of the SCL Group, to target voters in "more than 40 political campaigns in the US, Caribbean, South America, Europe, Africa and Asia".[17] The company ran Uhuru Kenyatta's presidential campaign in Kenya.[3] In the United States, it was involved in the 2014 midterm elections and the 2016 presidential primaries and election, during which it received funding from the Mercer family. Nix's firm supported both the Ted Cruz and Donald Trump campaigns for the US presidency by using "psychographic" profiles of voters built on data harvested from Facebook.[18][19]

In an exposé of the company, Nix was filmed stating that "we are not only the largest and most significant political consultancy in the world, but we have the most established track record. We're used to operating through different vehicles, in the shadows" and offered a "secretive relationship."[20]

Before the 2016 United Kingdom European Union membership referendum, Nix's firm was involved in supporting Leave.EU with its Brexit campaign, according to both Arron Banks of Leave.EU, former Cambridge Analytica employee Christopher Wylie, Cambridge Analytica's business development director Brittany Kaiser, and Leave.EU's communications director Andy Wigmore.[21][22][23]

During Boris Johnson's tenure as foreign secretary, the Foreign Office sought advice from Cambridge Analytica[5] and Boris Johnson had a meeting with Alexander Nix in 2016.[6]

According to Wigmore, the work for Leave.EU was done pro bono, without any money changing hand: “Because Nigel [Farage] is a good friend of the Mercers. And Robert Mercer introduced them to us. He said, ‘Here’s this company we think may be useful to you.’ What they were trying to do in the US and what we were trying to do had massive parallels. We shared a lot of information. Why wouldn't you?” Behind Trump’s campaign and Cambridge Analytica, he said, were “the same people. It’s the same family.”[22]

In February 2018, Nix told the British parliament's Digital, Culture, Media and Sport Committee that his company had not received data from Facebook;[23] following further media reports the committee's chairman, Damian Collins, said "We will be contacting Alexander Nix next week asking him to explain his comments."[24] Nix denies deliberately misleading the parliamentary Select Committee.[25]

In March 2018, The Observer reported that Nix talked "unguardedly about the company's practices" when he was secretly filmed by Channel 4 News reporters posing as prospective clients and that Cambridge Analytica was trying to stop the broadcast of the resulting programme.[24] Nix offered "beautiful Ukrainian girls" to discredit political opponents in Sri Lanka.[26] The secret filming was screened on 19 March as part of a 30-minute segment, with a follow-up scheduled for the next day, focusing on its involvement in the Trump campaign. The conversation appears to portray Nix including entrapment and bribery as potential Cambridge Analytica services.[27]

On 20 March 2018, Nix was suspended from Cambridge Analytica.[9]

On 11 April 2018, The Wall Street Journal published an article about the CEO position at Cambridge Analytica, saying Nix "has officially resigned from his position, according to a person close to the company", but also that a "company spokesman ... denied that Mr. Nix had submitted his resignation".[28]

On 2 May 2018, Cambridge Analytica announced they were "closing and starting insolvency proceedings".[29]

Christopher Wylie described Nix as "born in the wrong century" and "the type of person that would have been ideal at the height of the British Empire to go and become a governor of a colony, because he's the right station and class and went to Eton and all that."[30]

On 8 October 2018, the Guardian reported that Nix referred to Mia Mottley, the elected Prime Minister of Barbados and other government figures via the racial slur of "Niggers" in email communications.[31]

On 23 January 2018, Nix was appointed director of Emerdata Ltd.,[32] a new company incorporated in August 2017, along with SCL chairman Julian Wheatland and Cambridge Analytica chief data officer Alexander Tayler. On 16 March 2018, Rebekah and Jennifer Mercer were also appointed directors,[32] members of the Mercer family which backed Cambridge Analytica financially (by at least $15 million, according to the New York Times).[18] Another director of Emerdata is Chinese businessman Johnson Chun Shun Ko, deputy chairman and executive director[33] of Frontier Services Group, a private security firm which mostly operates in Africa and is chaired by US businessman and strong Trump supporter Erik Prince, who is best known for founding private military group Blackwater USA and being the brother of US education secretary Betsy DeVos.[34] On 13 April 2018, Nix's role of director was terminated.[32]

In 2019 Nix and his colleague Aleksandr Kogan settled with the Federal Trade Commission, agreeing to delete previously obtained data.[11]

In 2020 Nix signed a disqualification undertaking, accepted by the UK Secretary of State on 14 September 2020. The Insolvency Service commented that "Within the undertaking, Alexander Nix did not dispute that he caused or permitted SCL Elections Ltd or associated companies to market themselves as offering potentially unethical services to prospective clients; demonstrating a lack of commercial probity." The unethical services offered included "bribery or honey trap stings, voter disengagement campaigns, obtaining information to discredit political opponents and spreading information anonymously in political campaigns." Effective from 5 October 2020, Alexander Nix is disqualified for seven years from acting as a director or directly or indirectly becoming involved, without the permission of the court, in the promotion, formation or management of a UK company.[35][36] Nix said he had made "no admission of wrongdoing" or broken any laws.[12]