The disgraced British data mining company Cambridge Analytica has admitted to an undercover team of journalists that it was behind the Jubilee PR campaigns in Kenya in 2013 and 2017.

In a taped interview screened on UK’s Channel 4 News on Monday, Cambridge Analytica Managing Director Mark Turnbull and Alexandar Nix revealed that they rebranded the Jubilee party, drafted its manifesto and used targeted messaging to influence the emotions which influenced the voters.

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Cambridge Analytica also revealed that it mostly operate in complete secrecy and even sometimes using secret names and decoys to mask their operations as some of their actions might be criminal.

The firm’s boss, Alexandar Nix, also admitted that they have the capability to lure competitors of their clients with huge sums of money so as to prove corruption or even prostitutes to gain incriminating evidence which can be used on viral videos used to smear the subjects.

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The company also boasted to the undercover team of Channel 4 News reporters of of using honey traps, fake news campaigns and ex-spies to swing election campaigns around the world.

Alexander Nix is recorded saying  “It sounds a dreadful thing to say, but these are things that don’t necessarily need to be true as long as they’re believed.”

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The Channel 4 News investigation comes few days after The Observer newspaper reported Cambridge Analytica had access to over data of over 50 million Facebook users which it used in the Trump campaigns. The leak to The Observer was provided by one former partner of the data mining firm, Christopher Wylie.

Cambridge Analytica is best remembered for emotionally influencing voters and helping President Donald Trump to win the 2016 US presidential election and helping the Leave EU side to win in the Brexit referendum vote.

While Cambridge Analytica dismissed previous accusations of involvement in the Kenyan elections, the firm was known to be a key contractor of the ruling Jubilee party which helped in producing messaging for the party to influence the voters.

The firm was believed to be responsible for video as the one below.

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