1 Identity

1.1  404, the story of a page

not found

In 1990, RENNY GLEESON graduated from Yale University with a BA in Fine and
Studio Arts. He then earned his MFA (Master of Fine Arts) from the University of
Pennsylvania, graduating in 1993. After working for some years as a game
designer and animator, he joined the global advertising agency Saatchi
& Saatchi. It was 1997 and the Internet was still new, but experts
could see its potential for advertising. Gleeson helped to set up Darwin
Digital, an interactive marketing division of Saatchi & Saatchi, and he
worked as its Creative Director until 1999. Gleeson began working for
the National Basketball Association (NBA) in 2001 as their Senior Director
of Global Media. In 2006, he joined advertising agency Wieden+Kennedy,
where he is the Global Director of Interactive Strategies. Gleeson’s creative
background and experience drive his success in developing strong relationships
between brands and customers.
Renny Gleeson

CAREER PATHWAYS 3 Complete the sentences with the words in the box.
1 Read the text. Match the questions (1–5) and answers co-operation  function   science   kindness   volunteers
(a–g). Two answers are not used.
1 Margaret Gould Stewart describes how the combination
1 What was the first university degree that Renny 
of art and help the design process.
Gleeson earned?
2 Steven Johnson explains how the different areas of
2 Darwin Digital is part of which company?
cities, just like the Internet, separately as
3 When did Gleeson leave Saatchi & Saatchi?
well as together.
4 In which organization was he the Senior Director 
3 According to Clay Shirky, big companies work better
of Global Media?
when they are run in an open way with more flexible
5 Which company does he work for now?
 .
a NBA 4 Jimmy Wales talks about Wikipedia as a group effort run
b 1997 by various  .
c BA 5 Jonathan Zittrain illustrates how online strangers often
d 1999 treat each other with .
e Saatchi & Saatchi
f Wieden+Kennedy 4 Choose the correct definition (a or b) of these words from
g MFA the TED playlist.

1 global
TED PLAYLIST a regional   b worldwide
2 independently
2 Other TED speakers are interested in topics similar to
a  relying on outside support   b  without other support
Renny Gleeson’s TED Talk. Read the descriptions of five
3 benefits
TED Talks at the top of page 5. In your opinion, which is
a advantages   b issues
the best title for this playlist, a, b or c?
4 monitor
a The science of the Internet a  improve; update   b  observe; keep an eye on
b The dangers of the Internet 5 reward
c The Internet as a community a  something which is given to repay a favour or kindness
b  help which is given when someone is in difficulty

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 Unit 1 Identity    
 Margaret Gould Stewart: How giant websites design for you always handled by closed groups. Using major websites
(and a billion others, too) such as Flickr and Wikipedia as examples, Shirky
When design is on a global scale, how do you please demonstrates the benefits of replacing tight systems with
everyone? Margaret Gould Stewart describes the challenge looser practices in which small contributors have bigger
of designing elements, such as the Facebook ‘like’ button, roles, and co-operation is more open and flexible.
which are seen and used billions of times every day. She
  Jimmy Wales: The birth of Wikipedia
explains how the art of creating good design is informed by
the science of understanding and meeting the needs of over Jimmy Wales talks about how he provided a mixed group
a billion Facebook users. of volunteers with the tools to create the free, online
encyclopedia that we all know as Wikipedia. He describes
  Steven Johnson: The Web as a city the community spirit at Wikipedia, where everyone works
Steven Johnson compares the Internet to a city. It is built together to develop, maintain and monitor the site.
and shared by many people, but it is completely controlled
  Jonathan Zittrain: The Web as random acts of kindness
by no one. Like a city, although its various parts are closely
connected, many of them function independently. Even when We hear many negative stories about how people treat each
one area is experiencing serious problems, the other areas other cruelly on the Internet, but Jonathan Zittrain provides a
continue as normal. different view. He presents various acts of Internet kindness,
carried out by complete strangers for absolutely no reward
  Clay Shirky: Institutions vs. collaboration except the knowledge that they are doing the right thing.
Clay Shirky recognizes the value of changing the traditional
business model in which planning and management are

5 Which talk would you most like to see? Why? Watch the 8 1   2   Listen again. Choose the correct option to
talk at TED.com. complete the sentences.

1 Eunice likes how Zittrain’s talk confirms / alters her belief

AUTHENTIC LISTENING SKILLS  that people can be kind to each other online.
Recognizing key terms 2 She explains how Zittrain demonstrates an online sense
6 1   1   You are going to hear a podcast in which of community by mentioning sites such as Facebook and
a member of the Keynote team talks about Jonathan Twitter / Couchsurfing and Craigslist.
Zittrain’s TED Talk, The Web as random acts of kindness. 3 According to Eunice, Zittrain makes the web seem more
Read these extracts from the podcast. How would you strict / human.
pronounce the words in bold? Then listen and check. 4 Zittrain provides an example of how the Internet
community saved a young man’s embarrassment /
1 … and even though so many of us are ‘connected’ 24/7 website.
on some device or other … 5 Eunice particularly likes Zittrain’s presentation style,
2 … but you can always block or unfriend those guys. which is amusing / entire and clear.
3 So, it’s not just about trolls and identity theft …
4 … tons of times I’ve witnessed situations …
VOCABULARY IN CONTEXT
LISTENING 9 Read the extracts from the podcast. Choose the correct
meaning of the words in bold.
7 1   2   Listen to the full podcast. Are the sentences
true (T) or false (F)? 1 We’re constantly being told that it’s making us lonelier …
a never b always c sometimes
1 Overall, Eunice agrees with the main points  2 ... that’s true to some extent, but it’s not the whole …
made in Zittrain’s TED Talk. a  in part b  in full c  in exceptional cases
2 Eunice has personally observed strangers being  3 ... it’s very easy to criticize, but what about …
kind to each other online. a  say bad things b  be cruel c misunderstand
3 Eunice points out that we all follow strict rules 4 ... tons of times I’ve witnessed situations …
when we are online. a  a few times b  all the time c  many times
4 Eunice wishes that Zittrain had brought more 5 Zittrain makes the vast web seem …
humour into his TED Talk. a huge b scary c tiny

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 1.2  Building identity
GRAMMAR  Present tenses: active
and passive
1 Match the sentence halves to make correct statements.
Then decide if each statement is active (A) or passive (P).

1 These days, many a different identities on different

people are sites.
2 Others share lots of b are checked by potential
personal employers.
3 Experts are advising c hiding their real identity
online.
4 Some people use d people to protect their identity
online.
5 Privacy settings are e increased by many Facebook
being users today.
6 Sometimes, social f information on social-
media accounts networking sites. 4 1   3   Complete the conversation with the correct
form of the verb in brackets. Then listen and check.
2 Choose the correct form of the verb to complete A: So, Sam 1  a video interview at the
the sentences. moment. (do)
1 Nowadays, more and more companies are being used / B: That 2  scary. I’d be incredibly nervous!
are using video ads to boost their online identity. (sound)
2 These video ads are posted / are posting on major A: Well, the candidate 3  the questions in
websites such as newspaper sites or TV channels. advance, so that helps. (give)
3 Video ads post / are being posted on social-networking B: And this type of interview 4  over the
sites, too. Internet? (do)
4 Over 12% of all videos that are being viewed / are A: Yes, exactly. It 5  by the company. (film)
viewing online are video ads. B: Wow, I hope it 6  well. (go)
5 One video advertising company, LiveRail, is posted / is A: Me too.
posting more than seven billion video ads a month.
6 LiveRail is being owned / is owned by Facebook. GRAMMAR EXTRA!  The passive form
7 It is believed / believe that Facebook paid more than
5 Rewrite these active sentences using the passive form.
$400 million for LiveRail.
1 Online shopping is replacing traditional shopping in some
3 Choose the correct options to complete the paragraph. places.
Traditional shopping by online
Instead of traditional interviews, video interviews 1 are
shopping in some places.
using / are being used by more and more companies
2 Currently, adults under the age of 35 are spending a lot
these days. These video interviews 2 are seen / are seeing
of money online.
as an effective way to decide which candidates should be
Currently, a lot of money online by
invited to the next stage in the interview process. While
adults under the age of 35.
many video interviews are interactive, that is, where the
3 Social media provides a link between online shoppers
candidate and the interview panel 3 are spoken / speak
and brands.
to each other live, another type of video interview 4 is
A link between online shoppers and brands 
becoming / becomes more popular nowadays. This is the
by social media.
pre-recorded video interview, where a question 5 is being
4 Fewer people use their smart phones to order goods online.
sent / is sent to the candidate in advance. The candidate
Smart phones by fewer people to
then 6 is filming / films himself or herself answering the
order goods online.
question. Usually the video file 7 is emailed / emails to
5 Many online stores are reporting new trends.
the company, and the candidate 8 is waiting / waits for
New trends by many online stores.
feedback.
6 Usually, a strong brand identity attracts more customers.
Usually, more customers by a
strong brand identity.

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 Unit 1 Identity    
6 Read the text. Correct the mistakes in the words or 4 a The latest software doesn’t function like the old version.
phrases in bold (1–8). b He’s going to an office function and then to the airport.

5 a I estimate that it will take about two years to build

the brand.
b This is just an estimate, but we’re confident about
the numbers.

6 a We have the potential to develop more products like this.

b There’s a potential issue with this item, but we can fix it.

DICTATION

Online identity
More studies 1 is being done which show that the way
people normally behave is not the way they tend to behave
online. This 2 is seeing on social-networking sites in
particular, where many of us publicly 3 shares details about
our everyday lives. While some people 4 are upload photos
that make their family and home appear perfect, others
5 
are being posted cruel status updates and comments.
It 6 is claims by some experts that self-esteem may be the
cause of bad behaviour on social-networking sites. If online
interaction 7 make people feel better about themselves,
they may continue to present a version of their life that is
more positive than the reality. Equally, when a person 8 are
presented with the idea that everyone else is happier than
they are, it is not unusual for them to feel miserable or angry.

1
2
3
4
5
6 8 1   5   Listen to some information about the
popularity of video blogs (vlogs). Complete the sentences.
7
8 1 Video blogs, or vlogs,   more
popular than ever.
PRONUNCIATION  Word stress 2 Most vlogs   by one person
or, sometimes, two people.
7 1   4   Read the sentences. Underline the part of the
3 Some vloggers   millions of
word in bold that should be stressed. Then listen and page views per month.
check. 4 Successful vloggers   by big
1 a We’re watching the progress of the new sales team. companies.
b Your career won’t progress if you don’t work hard. 5 Top vloggers   a lawyer to
handle their contracts.
2 a Amy has a new research post at the university; she
6 Some   a lot of money just to
loves it!
mention certain brands.
b Do some research about the company before your
7 No one really   how much
interview.
money they receive.
3 a It’s a good project, but it’s very time-consuming. 8 Should they state when they   
b They project a small increase in profits this year. to endorse a product?

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 1.3  Who am I?
READING 2 Read the article again. Change one word or number in
each sentence to make it correct.
1 Read the article. Choose the correct term to complete the
sentences. 1 In the UK, credit card identity theft cost nearly
£40 million in 2012.
identity fraud  phishing  identity theft
2 The number of phishing websites aimed against UK
banks and building societies dropped to 41,734
1 is when someone is tricked into revealing
in 2012.
their personal information.
3 According to the article, one British man lost more than
2 is when a person’s private information is
£1,000,000 in a 2012 phishing incident.
stolen.
4 Booking.com customers affected by the 2014
3 is when a thief uses stolen information to
phishing scam were given £10,000 refunds by the
make money.
company.
5 In phishing scams, callers are persuaded to reveal their
personal information.

Protecting your identity

When someone steals another person’s private are often individual members of the public, but entire
information, such as their date of birth, passport organizations can be hit, too.
or banking details, it is called identity theft. If that In 2012, one British woman was robbed of her life savings
information is obtained and used by the thief for their (over £1,000,000) when she fell for a phishing scam.
own financial benefit, it is called identity fraud. Fortunately, the criminals – in this case, a gang of fourteen
There are many types of identity fraud. A criminal people – were later caught and arrested. In 2014, the hotel
stopped for a traffic offence may avoid going to court or reservations website, Booking.com, was hit by a major
paying a fine by presenting a stolen driver’s licence to phishing scam which affected about 10,000 people. The
the police. Stolen forms of identification can be used in a company paid full refunds to every customer who had
number of ways, for example to order goods or to set up lost money, and made important changes to its technical
mobile phone contracts. And while cyber-criminals often security features. Phishing is also frequently done by email
use stolen information to transfer money from a victim’s or over the phone. The sender, or caller, pretends to be
bank account, the information may also be used to take from a genuine bank or company and persuades the victim
out bank loans or credit cards in that person’s name. It is to reveal their account information or password.
not unusual for the victim to remain unaware that their Identity theft and fraud can be very stressful experiences.
personal information has been stolen until they apply Always take a cautious approach whenever anyone
for a credit card or a loan themselves. In 2013, almost requests your personal information. While it could be said
£40 million was lost to credit card identity theft in the UK. that some victims of phishing and identity fraud have
Identity theft and fraud are not new problems but, with not been cautious enough, it should be noted that many
the rise of the Internet, they have become significantly cyber-criminals are extremely clever and convincing.
more common. In the early days of the Internet, online
security was not as advanced as it is today, and people
were less informed about how to protect their personal
information online.

Different methods are used to trick people into revealing

their banking information. Some of these are quite
simple, while others are more sophisticated. Many
people have been deceived by websites that are
designed to look exactly like their bank’s site. These are
called phishing websites. In August 2005, there were
160 phishing websites aimed at banks and building
societies in the UK. By August 2012, that number had
risen to 41,734 sites. The targets of phishing scams

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 Unit 1 Identity    
3 Are the sentences true (T) or false (F)? WORDBUILDING  Synonyms
1 According to the article, a criminal could get  6 Read the sentences. Match each word or phrase in bold
away with not paying a traffic fine by presenting a with its synonym (a–h).
stolen driver’s licence to the police.
1 You might go through a period when you have 
2 Most victims of identity theft never find out that 
fewer creative ideas, but don’t give up!
their information has been stolen.
2 The designers were furious when they learned 
3 The arrival of the Internet has increased the cases 
that someone had copied their logo.
of identity theft and fraud.
3 It was a dreadful year financially, but we learned 
4 Phishing scams are limited to individual members 
some important lessons about the brand.
of the public.
4 Leo sold most of his personal belongings in order
5 All phishing scams are carried out by phone.
to raise money for his business.
6 It’s important to be extremely careful because 
5 Customers love their latest product. They’ve 
cyber-criminals are usually very smart.
made a fortune!
4 1   6   Listen to an expert talking about identity fraud. 6 The first thing we need to do is sort out the 
Number the items (1–6) in the order that you hear them. issues with the company’s image.
7 Keep trying to build the brand and you’re bound 
a common sense
to be successful, eventually.
b strong password
8 Our former marketing manager wanted to change 
c anti-virus software
the brand identity, but everyone strongly disagreed.
d important documents
e credit report a a lot of money e in the end
f secure web address b awful f old
c experience g stuff
d fix h very angry
VOCABULARY  Tasks and interests
5 Complete the sentences. Use the words and phrases in 7 Read the paragraph. Complete the sentences using
synonyms from Exercise 6.
the box.

co-ordinate create deal with focus on   I was a victim of identity theft a few years ago. It was
head up help interested in involved in   1
   ! It happened when I moved to a new
offer passionate about house. I was so busy packing all my 2   ,
I forgot to tell the post office to send my post on to my
1 Rosa and Lauren work in customer support, but they new address. I did it 3   , but by then the
on the sales side, too. problem had already started, though I was unaware of it
2 I don’t know very much about their marketing strategies at the time. A credit card offer went to my 4 
and I’m quite learning more address and someone filled it out in my name. They
about them. received the credit card and spent 5  over
3 It’s annoying that we have to six months. When I discovered what had happened, I was
new passwords for so many different sites! 6
   . It took absolutely ages to 7   .
4 When you organize a big conference, it can be difficult I don’t want you to 8  the same nightmare.
to all the different events, but
having a great team makes it easier.
WORD FOCUS  bring
5 Darrel and Kenji run most of the operations, but two
more senior people the entire 8 Match the sentence halves to complete the definitions.
company.
1 To bring something to a to make something
6 It’s important to the customer’s
the table means happen.
needs or the brand won’t be successful.
7 Kelly absolutely loves writing her fashion blog. She’s 2 To bring something to b to do something that’s
new styles and designs. mind means difficult.
8 Lee is various online groups, 3 To bring yourself to do c to raise a point or
including a community forum that shares traffic something means topic.
information. 4 To bring someone d to be reminded of
9 If you discover anything unusual about your bank down means something.
statement, you should it 5 To bring something up e to contribute something
immediately. means useful.
10 The technical team fixes issues very quickly. They also 6 To bring something f to make a person feel
advice and tips that are very about means bad.
useful.

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 1.4  I don’t think we’ve met

MEETING PEOPLE 3 1   8   Listen to the conversations again and

complete the questions.
1 1   7   Listen. You will hear six questions or
comments from three conversations. Choose the best Conversation 1
response to each one. 1 Excuse me,  ?
Conversation 1 2 So, how  ?

1 a Yes, I’m fine, thanks. Conversation 2

b It’s nice to meet you. 3 What’s  ?
c Not at all. It’s free. 4 How’s he  ?
2 a It’s not far from my house. Conversation 3
b Well, it’s good … mostly.
5 You’ll be  ?
c It finishes at five o’clock.
6 Shall we  ?
Conversation 2

3 a He knows my cousin in Mexico.

PRONUNCIATION  Using intonation
b He’s still with the same company. to ask a question
c Yes, he phoned me just yesterday. 4 1   9   Read the questions. Practise asking each
4 a Great. He loves it! one, paying attention to your intonation. Then listen
b No, it’s over there. and check.
c Your phone is ringing. 1 And the slides have very little text?
Conversation 3 2 Lessig method?
3 So, that’s your presentation style, too?
5 a I spoke to Ann in Human Resources, which was helpful. 4 Excuse me, are you Lilian?
b I lived here when I was student, so I know the city. 5 Sorry, and you are?
c Yes. Luckily I love data, so I’m looking forward to it. 6 So, things are going well, Anton?
6 a Astra project? 7 Wow. What’s it like?
b It’s a fantastic project. 8 Hey, do you have time for a coffee now?
c Do you have the paperwork? 9 So, are we ready to get the meeting started?
10 Is today your first day?
2 1   8   Now listen to the full conversations and check 11 So, how do you like living in London?
your answers to Exercise 1. 12 Astra project?

10

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 Unit 1 Identity    
WRITING SKILL  Symbols and notes 8 Look at part of an online profile. Rewrite the information
as a paragraph using full sentences.
5 Write the correct word next to each symbol (1–5). Two
words are not used.

at back slash dot forward slash

Evan Brant
Financial planning
hashtag hyphen underscore
administrator
London, UK
1  #
2 .
3  /
4  _
5 @

6 1   10   Listen and write the missing symbols.

1 You can find me on Skype as sam   

summers.
2 The email address is ken   businessnews Areas of expertise financial reporting
.com. research and analysis
3 Tweet us your ideas using   identitytheft. strategic planning
4 The filename is meeting   chicago2016.
Areas of interest environmental causes
5 Find us online at marketing   solutions. communications
networking
7 Rewrite the sentences in note form.
Other languages German (fluent)
1 I started my career as a graphic designer in 2005. Spanish (improving)
2 I can work with all major design programmes.
Education Trinity College, Dublin
3 People say that I’m a good team leader. University College, London
4 I won several awards for excellence last year.
5 I hope to get more involved in management.
Other interests blogging, travel writing,
photography
6 My professional references are attached.
7 I speak several languages, including French
and Japanese.
8 In my spare time I volunteer at a local school.

11

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 Presentation 1  | DESCRIBING A MEMORABLE EVENT
YOUR IDEA 2 Write notes about your own memorable events. Think
about several ideas so you can choose the best one.
1 Read the paragraphs about a memorable event. Match
the paragraphs with the photos (a–c).
1 I’ve never seen anything like it. It was like a sea of
colour – there were so many people dressed up in
beautiful costumes of reds, greens, yellows and blues.
It was very noisy, but not in an annoying way. Music
seemed to come from all around, with people playing
instruments like steel drums and trumpets. There were
huge speakers and DJs were playing CDs. I’ll never
forget it.
2 I love action and this event certainly provided that. 3 Choose one event from your notes in Exercise 2. Answer
I’m usually quite excited when I go to watch sport – I the questions about it.
think professional athletes are so inspiring and some of 1 Where and when did this event take place?
the things they do are just unbelievable. This event had
it all – goals, great play, two teams that both wanted to
win. At times it was a bit aggressive, but that just shows
you how much the players wanted to win. 2 Who was involved in the event?
3 The most amazing thing I’ve ever done was travelling in
the rainforest. It was scary at times and it took several
days to make the journey through the jungle. When
you’re sleeping at night, it’s never quiet – there are the 3 What made it memorable for you?
sounds of all the animals and other creatures that call
this place home. Some people get very afraid in that kind
of situation, but I found it made me feel very brave.
4 What picture could you use to show this event to other
a
people?

4 Practise talking about your memorable event out loud.

Remember to practise …

• using words and expressions that are easy to

understand.
• telling a story that can be followed easily.
b • choosing examples about your memorable event that
your audience can relate to personally.

ORGANIZING YOUR PRESENTATION

5 Match the four steps of a presentation with the examples
of useful language (a–d).
1 Introduce yourself and your topic
2 Say what memorable event you want to talk about
3 Give more details and examples
c 4 Finish
a This was a time when I travelled to South America and
saw the Iguazu Falls.
b Now you know a little more about this memorable event.
Thanks for listening.
c My name’s ______ . Today my talk is about a memorable
event.
d Now it’s time to give you a few more details about this
event.

12

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 YOUR PRESENTATION
6 Read the useful language on the left and make notes for your presentation.

1 Introduce yourself and your topic

My name’s … . Today my talk is

about …

I’m … . Let me tell you about …

2 Say what memorable event you

want to talk about

This was a time when I …

This happened to me when …

3 Give more details and examples

The next part of the talk gives a little

more information about …

Now it’s time to give you a few more

details about …

This is an example of …

This is one of the …

4 Finish

That’s the end of this talk about …

Thanks for ...

Thanks for your attention. Do you

have any questions?

7 Film yourself giving your presentation or practise in front of a mirror.

Give yourself marks out of ten for …
• telling the story of your memorable event so it is easy to follow. /10
• using examples that your audience can relate to. /10
• following the four steps in Exercise 6. /10
• using correct grammar. /10

13

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