NextDC CEO and protein king Craig Scroggie was reluctantly the subject of a profile in The Australian Financial Review Magazine over the weekend. In it, he said he had relented on earlier refusals to be interviewed as “bots can’t do this part. The human part. The storytelling. The emotion”.At rival data centre operator Firmus, it seems co-founder Oliver Curtis and his team have belatedly had the same realisation. The IPO hopeful is advertising for a “strategic writer” who can “hold the master narrative across the business”. Its recent misadventures in public messaging suggest it’s an urgent appointment.Subscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Fetching latest articles