Page 1
Page 2
Page 3
Page 4
Page 5
Page 6
Page 7
Page 8
Page 9
Page 10
Page 11
Page 12
Page 13
Page 14
Page 15
Page 16
Page 17
Page 18
Page 19
Page 20
Page 21
Page 22
Page 23
Page 24
Page 25
Page 26
Page 27
Page 28
Page 29
Page 30
Page 31
Page 32
Page 33
Page 34
Page 35
Page 36
KATEBUSHAndTHEPowErofBEingBorKowSKi.doCoUnTEr-inTUiTivE THEwiSdoMCrowdSof Insanityinindividualsissomethingrarebutingroupspartiesnationsandepochsitistherule.FreidrichNietzscheBeyondGoodandEvil1886 iTSHoUldnTTAKEAPUBliCiSTToTEllyoUofTHEwiSdoMAndPErilofTHECrowd.lEAdErSinPHiloSoPHyMATHEMATiCSAndliTErATUrEHAvEBEEnExPloringTHEidEAforCEnTUriES.BUTinTHEAgEofBigdATAiTiSPErHAPSworTHfoCUSSingonTHEnUMBErSToPUTSoMEofTHiSwiSdoMinToPErSPECTivE... In1906therenownedstascianFrancisGaltonaendedacountryfairatwhichheobservedacompeontodeterminetheweightofanox.BeingofaninquisivenatureandparcularlycuriousaboutnumbersGaltonconductedaninvesgaontodeterminehowclosethecrowdcouldcometoguessingtheactualweightoftheox.Tohissurprisethemeanaverageguessoftheeighthundredpeoplepresent1197lbswasstartlinglyclosetotheactualweightoftheox1198lbs.Inhiswordsthemiddlemostesmateexpressesthevoxpopulieveryotheresmatebeingcondemnedastoolowortoohighbyamajorityofthevoters.Inotherwordsthecollecveknowledgeofthecrowdwasbeerthanthatofanyindividualwithinit.WhatdoesthathavetodowithpublicityIhearyousayWellquitealotactually.IntheNowEconomybeingnocedisaconstantstruggleforsurvival.Brandsandcelebriesaregoingtogreatlengthstohavetheirvoicesheardthroughthewhitenoiseasthechoicesavailabletoconsumersexpandatanever-increasingrate.Actsonceperceivedtobecreaveoroutlandishhavebeencopycaedandmarketedtothepointofboredombulletbrasmeatdresseswreckingballsweveseenitallbeforethegimmicksracyparesimagereinvenonitsdull.NowheredoesthedesperateneedforafewcolumninchescrystalizeitselfbeerthaninSanriosrecentstuntclaimingthatitsproductHelloKiyisnotinfactacatbutanEnglishchild.ClutchingatwhiskersmuchMiaow.WhatreallytakesthebiscuitisthefactthatSanrioarenottheonlybrandtohavepulledsuchadesperatestuntwithMcViesclaimingthattheirChocolateDigesvesareintendedtobeeatenchocolate-side-downearlierintheyear.Butallisnotlost.Beinglikedisfartooeasythesedaysandbrandsthatwanttohaveanimpactmustbelovedadoredrevered.ThisiswhenitpaystodaretobedierentandnosingleindividualcouldhaveembodiedthespiritofthissenmentbeerthisyearthanKateBush. HowCUrioSiTyConqUErEdTHEConCErTHAllKATEBUSH THEfirSTfEMAlEArTiSTToEvErACHiEvEAnUMBEronEwiTHASongSHEHAdwriTTEnHErSElfBUSHdEfiEdAlloddSAndSEnTTHEMEdiAinTofrEnzylASTMonTHAfTErrETUrningfroMTHEwildErnESSToExECUTEHEr22-nigHTBEforETHEdAwnToUr. SheisawomanwhohasmanagedtoharnessthecuriosityofthecrowdWhatisparcularaboutBushisnotjusthertalentbutalsoherall-outrefusaltoengagewiththemediaforalmostfourdecades.Bushhasmanagedawe-inspiringsuccessdespitebreakingalmosteveryruleofthefameformulathe80000cketstoBeforetheDawnsoldoutin15minutesandBushhasmaintainedherplaceamongpages1-3intheUKnewspapersfordays.WhyWellwewouldargueitisbecauseshehascreatedabrandthatislovedratherthanlikedandbecausesheisawomanwhohasmanagedtoharnessthecuriosityofthecrowdtoheradvantage.Ifthisweresimplyaquesonofphenomenalcketoralbumsalesthestorywouldalreadybeover.ButBushhastappedintosomethingdeeperthecurrencyofexperience.Shehasmanagedtokeepthestoryalivebycreangaseriesofevents.EventsthatwillprovideseveralthousandpeoplewithexperiencestotalkandTweetaboutwithcountlessothersandwhichwillkeephernameintheheadlines.UnlikehercontemporariesBushhasrefusedtopandertothewhimsofthemedia.AtnopointinthegenesisofthistourhasBushaemptedtoreinventherselforherimageherartremainscentraltoitandhermessagetoherfansviaherwebsiteremainshumblefriendlyandsimple.Shehascircumventedtheglamoroussexed-upshotsofyesteryearbyreturningtothestageasEarthMother.ForgoodorotherwiseBushssilencehasmadeuscurioustoknowmoreandhasgiventhecrowdamplemetopercolatestoriesofwhisperedintriguearoundherimage.Thesingersinsistencethattheaudiencedoesnottakepicturesatthevenueonlydoesmoretofuelthis.AsEdPowerfromtheIrishIndependentputitInanageinwhichitfeelsweknowalmostasmuchaboutpopstarsasaboutourimmediatefamilyBushisararityanenigmawhofuelsourfascinaonthefurthershewithdrawsfromthelimelight.Aerherrstmonth-longtourin1979Bushstartedaslowandcompleteretreatfrompubliclifewiththeexceponofherarscoutput.UnlikeotherarstswhohavereturnedtothelimelightoenformoneythinkMontyPythonLedZeppelinLeonardCohenBushhasnotsoughtaeralargevenuesuchastheO2forhertourbuthasreturnedtotheHammersmithApolloanindiehaveninitsheydayonceknownastheHammy-OorOdeon.ShehasentrustedtheatrelegendAdrianNobletodirectthetourandhasplacedhersonasitscreavedirector.Thewholethingrightdowntoherbarefeetscreamsofopennessandintegrityararepearlinapoolofgimmickry.Suchintegrityisinnosmallpartresponsibleforthetourssuccessshehasletherartspeakforitself.Havingabackcatalogueofgreatsongsdoesnthurteither. AndTHEArtofinflUEnCEMySTiCiSM wHilSTEvEryBrAndMAynoTPoSSESSBUSHSgifTSorTHEwEAlTHofMySTiqUEBUilTUPovErASElf-iMPoSEd35-yEArMEdiAHiATUSTHErEArEAnUMBEroflESSonSAllBrAndSCAnlEArnTodEvEloPTHEirinflUEnCE.ATBorKowSKi.dowEHAvEdECAdESofExPEriEnCEHElPingBrAndSidEnTifyTHESTrEngTHSAndSToriESTHATTrUlyinSPirETHECrowd.HErEArESoMEofoUrToPTiPS THEAgEofrEACHiSdEAd1. rEACHASfArASyoUwAnTiTdoESnTMATTEr.THiSiSTHEAgEofinflUEnCE.viEwingfigUrESPAgEviEwSAndSAlESvolUMESSTillSEEMToBETHEMEASUrEofSUCCESS.nUMBErSwEArEToldrUlE.iTdoESnTTAKEMUCHHowEvErToSEETHATTHiSiSnTTrUE.onlinEPAgEviEwSMEAnnExTTonoTHing.wHATCoUnTSnowiSEngAgEMEnTrETUrnAndConvErSioninoTHErwordSinflUEnCE. inflUEnCEMEAnSMAKingTHingSHAPPEn2. HowdowEMEASUrEinflUEnCEgETTingSoMEonETolooKATyoUiSonETHingBUTinTHiSdigiTAllyfrEnETiCworldMAinTAiningSoMEonESATTEnTioniSqUiTEAnoTHEr.oUrEyESAndEArSArEEvErywHErEnowrEAdingTHEnEwSwATCHingTHElATESTSHowliSTEningToTHElATESTSongSAllATonCEonTHEMovEAndATinCrEASingSPEEdS.wHilSTSAlESMigHTBEonEwAyToMEASUrEinflUEnCETHEyArEnoTAMEASUrETHATCAnBEAPPliEdToAllBrAndS.APErSonAforinSTAnCEdoESnTHAvEAPriCE.nUMBErSCAnTqUAnTifyrEAlinflUEnCEiTiSqUAnTifiEdByEvEnTS.BECAUSETrUEinflUEnCEMAKESTHingSHAPPEn. giMMiCKSnEvErworK3. BrAndSECgMoniTorSHowSTHEyrEdEAdinTHEwATEr.20052007200920112013AVErAGESearchTermTopicSinTereSToVerTimeky2012sybtk Theycaneachbillionsbutchangenothing.PsysGangnamstylehasnowbeenviewedove2billionmesonYouTube.Itsglobalsuccesseliedontwothingsacatchytuneandaepevehandgestue.Itsinfecousbuttanspaent.Theesnomystey.AllthatemainsofPsynowisaYouTubeecodandadancemove.Thephenomenonfeelslikeancienthistoynow.ThesamegoesforobinThicke.InMayitwasannouncedthathissingleBluedLineshadsoldove1.5mcopiesandwasthemost-downloadedsongofallme.Butthenifthesongsmisogynywasntbadenoughhewaspictuedgopingawoman.Hiswifedivocedhim.Theblogospheescochedhim.HislatestalbumdedicatedtohisestangedwifePaulasoldonly530copiesinitsstweek.Foallthetalkhesnowjustanothepopblipaone-hitwonde.TwoyeasagoavideocalledKony2012wentvial.Ithasbeenviewedalmost100mmesandwasshaedacossthewold.AcallfoaconitdemandedthateveyonewatchingbingJosephKonyachild-abducngwalodfomAficaaccountablefohiscimes.Itseemedlikeitcouldwok.Whenyouget100millionAmeicanslookingatsomethingyouwillgetouaenonsaidoneUSsenatoThisYouTubesensaonisgonnahelptheCongessbemoeaggessiveandwilldomoetoleadtohisdemisethanallotheaconcombined.ButtwoweekslateJasonrussellthelmsceatodiectonaatoandstahadapublicmeltdownandwaslmednakedinthemiddleofabusysteetpoundingattheooandshoungatSatan.Wesawtoomuch.Scunyinceasedandcynicismpevailed.No-onetunedupfothemainevent.Socialmediaacvismbecameslackvism.100mpeoplewatchedKony2012andJosephKonyissllontheloose. MySTiCiSMiSTHEKEyTorEvErEnCE4. TowiEldTrUEinflUEnCEyoUHAvEToHAvETHEAllUrEofASUngod.yoUHAvETogivEPEoPlEwHATTHEynEEdEvEnTHoUgHTHEydonTExACTlyUndErSTAndHowiTworKS.ToBErEvErEdiSTowiEldinflUEnCE.yoUCoUldCAlliTMAgiCgoodProringooglESCASEAnUnfATHoMABlEAlgoriTHM.BUTSEEingiSnTBEliEving.BEliEvingiSAlEAPoffAiTHAndHoPEAndfAiTHHAvEAlwAySBEEnTHEoPiUMofTHEMASSES. NowhereisthisclearerthaninourconnuedadulaonoftheMonarchyorthekeennesswithwhichweexchangeourprivatedatawithcompaniessuchasGoogleFacebookorApple.ThesejuggernautsghteverydaytosnapupthejuiciestbitsofourdatajustthinkofthespeedwithwhichFacebookboughtWhatsApp.TheperfectexampleofreachandinuencecanbefoundinayoungwomancalledKateMiddleton.Youmighthaveheardofher.Shehadaweddingand24.5mofustunedintowatch.Althoughwewerentjustwatchingwewerebuyingintoafairytale.SincetheweddingKatehasbecomeaculturalphenomenon.KatehastakentheroleofthePeoplesPrincessrstforgedbyDianatoawholenewlevel.UnlikeDianaKatehasmanagedtosteerclearofdramafornowandsimultaneouslymaintainanoonofprivacywhilstcraingawholesomemyscalandetherealpublicimage.Theclothesshewearssellout.WhensheworeaSraphinematernitydressitsoldoutintwohoursandcreatedamonth-longwainglist.WhilsttheprivilegeandluxuryofroyaltyisdecadentlyillogicalitsthislackofsensethatmakesuslovetheMonarchy.ItsaneccentricquirkofthatharksbacktothedaysofEmpireanditisasenmentalityforglorydayspassedthatkeepsushangingon.IfourloveoftheMonarchyisouradulaonfortheremainsoftheOldWorldOrderthenourtrustinGoogleandFacebookmustmarkaloveforthebenevolentdictatorsoftheBraveNewWorld.Benevolentinthattheygiveuswhatwewant.Ataprice.Googlehasbecomeoneofthemostessenaltoolsofourage-theaxeofthedigitalworld.Weuseittosimplifyandmakesenseoftheweb.Likealibrarianitcuratesandorganisesalltheinformaonweneed.Butunlikeanaxeoralibrarianhowitworksismind-bogglinganditsfunconsappearalmostmagical.InitsroleasthegatekeeperGoogleisalsoabletotrackourmovementsonlineandcollectvastamountsofdataoneveryoneofus.Andwiththisinformaonithasthepowertoinuence.Arecentstudysuggestedthatitcouldevenhelpdecidetheoutcomeofanelecon. SoCiAliTyTAlKSrEAliTywAlKS5. wHilSTyoUdHAvEToBESTUPidTodEnyTHATfACEBooKAndTwiTTErCAnSoMETiMESCHAngETHEworldTHErEArEvEryClEArdiSPAriTiESBETwEEnPEoPlESEngAgEMEnTonSoCiAlMEdiAAndTHElEngTHSTHEyArErEAllyPrEPArEdTogoToforABrAndorAnidEAinrEAliTy. WhilsttherehavebeenanumberofposivetrendssuchastheadoponofsocialstuntmemesbychariestoraisemoneyandawarenessthinkoftheALSIceBucketChallengethereisslladisconnectbetweenpeoplespurportedcommitmentandtheiractualallegianceswhenitcomesdowntothecrunch.Thisisparcularlyapparentintheworldofpolics.Onthefaceofthingspoliciansaredoingwellintheworldofsocialmedia.MPshave4mTwierfollowerscombinedequangtojustover6percentofthepopulaon.Butthisisntenough.AsIvepointedoutbeforetheaverageTwieraccountonlyhasonefollower.Althoughmynewfavouritestatisthatalmost50percentofTwiers970maccountshaveneversentasingletweet.Wherethemeaninglessnessoftheseguresreallyhitshomeisatthepollingbooth.Inthelastsixtyyearspolicalpartymembershiphasatlined.Since1951theTorieshavelostmillionsofmemberswhileLaboursnumbershavefallenfrom876000tojust190000.Thelastthreeeleconshavehadthelowestparcipaonsincethestartofuniversalsurage.In195084percentoftheUKpublicvoted.In2010turnoutwas65percent.Thepolsjustcantgettheprolestovote.ThoughthismayseemliketerriblenewsforWestminstersuchapathymaynotbeenrelybadnews.OnFacebookthemostlikedUKpolicalpartyisBritainFirstafar-rightgroupthatsplinteredfromtheBNP.Theseshiny-headedbigotshave405000likeswhereastheTorieshave258000andLabourhas185000.Thedisconnectbetweensocialmediaandreallifeisinthiscaseprobablyasavinggrace.IfyoutakejustahandfulofBritainFirstsmorepopularpostsonFacebookthenyoualreadyhavemorelikesthanpeoplewhovotedfortheminthelastEuropeaneleconjustunder20000peoplesupportedthecandidatestheyeldedearlierthisyear.ItsallbarkandverylilebiteandthisisthereasonImsoscepcaltowardssocialmedia.Whenalotofpeoplehearthephrasethereachandinuenceofonlineacvismtheythinktransformave.AllIthinkiswhatamyth.Thisisnottosaythatonlineacvismdoesnthaveitsplacebutmerelythatlikeanycraitmustbemastered.SuccessfulonlinecampaignsthedrivingforcebehindwebsitessuchasAvaaz.orgareunderpinnedbyafewselectcommonfactorstheytackleasingleissueandhavearollingUseBydatei.e.whentheissuehasbeenresolved.WhenthevoxpopuliclamouredtogetheragainsttheBedroomTaxonFacebookthecampaignsuccessfullywrangledpromisesoutofLabourtheLibDemsandtheSNPinScotlandtorepealthelaw. lovEMEHATEMEiTSSTillAnoBSESSionor THroUgHoUTHiSToryPEoPlEHAvEBEEnEndowEdwiTHTHEgifTofAnoPinionBUTforTUnATElyforUSwEHAvEnTHAdToHEArMAnyofTHEM.grUMBlErSMoAnErSfAnSAndEvAngEliSTSTHEonlyvoiCElEfTToPoSTEriTywASTHATofTHECoMMEnTATor. Socialmediaaschangedallofthathoweveandhasmadelileempeosofallofussendingbandstostadomotheidoomatthepunchofahashtagotheclickofalikebuon.Thefomatsthataeavailabletoustoexpessouopinionsaedenedbytheipolaitythelikebuontheupvotethelikedislikeba.ThecucialeectofthisisthatitmakesMamiteoutofeveyband.Theeisnomiddlegoundeveyonesvedictisedogeenandeveyonesvedictispublic.Itsimpossibletoelyonmiddle-weightopinionintheNowEconomybandsmustleanhowtoinspielovewhilstincopoangmeasuestomanagehatewhendealingwiththegenealpublic.WhenthingsdogowongandtheycangobadlywongNYPDaeslllickingtheiwoundsfollowingtheiTwiegaeinApilitisimpotanttomovequickly.Butalsocaefully.Dudmovestoappeasethecowdcancostabandmoethantheoiginalblunde.InsuchsituaonsasteadyandseasonedPrhandcanhelpifnothingelsetopovidesafeeasonedcounsel.Butdontthowthebabyoutwiththebathwatesuchpowefulpolaitypovideshugeoppotuniesfobandsiftheycanmanageitwell.JustlookatMileyCyus.Whateveyouthinkofhetwekinghomeless-peson-toungstunttaccsshehasmanagedhecowdwithaplomb.Amedwithacatalogueofpophitsinthelastyeashehasenteedthetop20oftheFobesCelebity100indexwithanesmatedwothof36m.Whatevethepublicthinkofheshehasthelastlaugh.myNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPDmyNYPD dAringdiffErEnTToBEHowToSUCCEEdByBEingCoUnTEr-inTUiTivEinTHEnowEConoMy Withoutpromotionsomethingterriblehappens...NothingP.T.Barnum AetheheataackandlollipoptotheeyethatmakedtheendofDavidBowiesrealitytouin2003manyfansthoughttheyhadheadthelastoftheThinWhiteDuke.Withtheexceponofacoupleofone-opefomancesin2005withAcadeFieandin2006withAliciaKeysBowieeteatedfompubliclifeandinsteadtunedtospendmewithhisdaughteandtofocusonhispainng.AsaesultofthesilenceamysquehasbuiltupaoundhiminecentyeassuchthatallegaonsofhisappeaancehavebecomeacommonplaceIntenetmeme.HowevethejokewasoneveybodyelselastyeawhenBowiedecidedtoeleasethestsinglefomhisnewalbumenelyunannouncedontoiTunesfohis66thbithdayallowingfanstodiscoveitspesencefothemselvesgeneangenelyoganiccoveagethattookthemediawoldbystom.ThesingletoppedtheUKiTuneschatwithinhousofitselease.Theeweenobigpublicitystuntsandnoexclusiveinteviewsjustthequietcondenceinanuncontestedtalentandthecouagetogoagainstthegainofcommonpoppublicitytaccs.Thebuzzabouttheeleasehasceatedawillhe-wontheexcitementaoundthenameofthestawhichpeakedealiethismonthwhenumousofhisappeaanceattheKateBushBefoetheDawntouspialledcompletelyoutofcontol.EalieintheyeaMichaelEavishadleveagedthepoweofsuchumoustohisadvantagebyhinngthathemightplayatGlastonbuythisyea.HowevenoneofthisistosaythatabandneedstogointoseclusioninodetomakeitspublicitywokBowieslabelColumbiadidntmissatickwithhislileshenaniganandtheyeplicatedasimilafeattotheNextDayannouncementwiththeeleaseofBeyoncsself-tledalbumwhenitwaseleasedwithoutanypiopomoonlatethatyea.Eachsongonthealbumwasaccompaniedbyahigh-qualityvideotackandthealbumdebutedatnumbeoneintheBillboad200chat.Thecontentspokefoitself.Thefanshadconvesaonsshaedshaedandshaedagain.ItwasinthisveinthattheeleaseofWeidAlYankovicsMandatoyFunfollowedlateintheyea.Insteadofpublishingape-eleasesingleWeidAloptedinsteadtoeleasetheeightvideosfothealbumatonceWellheesthethingtheeISnoleadsinglefomynewalbum.Illbeeleasing12singlesallatonceonJuly15soyoucandecidefoYOUrSELFwhichsongsaethehitsThoughWeidAlhadoptedfosomemoetadionalmodesofpomoonhehadtappedintothemostcucialthingthatitwasthepoweofthecowdtheiconvesaonsandshaingthatwoulddeteminethevalueofthealbumealisingGaltonspaableoftheoxinealtems.ItpaidothealbumeanedWeidAlhisstBillboadnumbe1ofhisenecaee. lESSonSHiSToryinConTrollingTHEliMEligHTdoESnTMEAnSwiTCHingiToff SUCCESSinCoUnTEr-inTUiTivEnESSiSnoTliMiTEdToTHEMUSiCindUSTry.noriSiTliMiTEdTooUrdAyAndAgE.THECoMMErCiAlvAlUEofBEingCoUnTEr-inTUiTivEHASBEEnProvEninEvEryindUSTryAndTHroUgHoUTTHEAgES.TwoPArTiCUlArExAMPlESfroMTHETUrnofTHElASTCEnTUryCoMEToMindHArrygordonSElfridgEAndEdwArdBErnAyS. WhenSelfridgesrstopenedin1906thenoonofshoppingforanythingbutnecessityseemedquiteridiculousandtheideaofmakinggoodsreadilyaccessibleforshopperstolookatandtouchevenmoreso.ButSelfridgehadthegalltogoagainstthegrainandturnshoppingintoaleisureacvitylikewehadneverknownbefore.Tributetohissuccessliesinmuchoftheframeworkuponwhichmoderndayconsumercultureandcapitalismhasbeenbuilt.BernaysthoughnotahouseholdnameinthesamewayasSelfridgeisvisiblewhereveryouseeawomaninthestreetwithacigareeinherhand.Bernaysknewhowtomanipulatethezeitgeistoftheerahowtoleveragethirdpartyopinionandhowtocreateakillermeme.HemanagedtoturnasocialtaboowomensmokinginpublicintoasymboloffreedomonthecrestofthewaveofWomensLiberaonthusopeningupahugenewmarketforhisclientandmaximizingopportuniesforgoodpublicity.Whatisclearfromthesecasestudiesisthatineveryerabeingcounter-intuivehasamazingcommercialvalue.Thewayofthemediaischanging.Wemustembracethechaosleinthewakeofsuchchangeifwearetosucceed.Brandnarravehastobeaboutpeopleandmustdriveconversaonsifitistoberelevant.Jargonreducescraintocontentandpeopleintoconsumersforgengtheinsnctsthatdriveusashumanbeingsandcausingcynicismanddisengagementonbothsides. UndErSTAndingAndrElATionSHiPSCAnonlyBEBUilTByASKingTHErigHTqUESTionS.THEMUCH-MAlignEdCrowdKnowSTHiSAndHASrEACTEdwiTHinSTinCTivEAvErSionToTHECondESCEnSionofTHEMEdiAMACHinE.fEwPEoPlEUndErSTAndTHESErElATionSHiPSliKEBorKowSKi.doAndiSTHiSdEEPUndErSTAndingTHATPowErSoUrTHinKingAndEnABlESUSToSUPPorTAndAdviSEoUrCliEnTSnoMATTErTHEwEATHEr. SAyHElloMArKBorKowSKi.doorjCBorKowSKi.do02031762700SoMErSETHoUSEnEwwingSTrAndlondonwC2r1lAT02031762700Ehebksk.bksk.