EPIC 2014: Not as far-fetched as you might of thought, eh?

In November 2004 (20 years after 1984), Robin Sloan and Matt Thompson released a flash movie called EPIC 2014 covering a "fictional" perspective of what the future might look like in a world of fragmentation, continued digitization of media, convergence and consumer empowerment. In this world, a new big brother called Googlezon.

You can get a partial transcript here

Note: There is a now an update called 2015 which covers podcasting, GPS and several other variables.

Segue to a friendly letter from the AAAA's and ANA to the FTC and Department of Justice this week urging them, when they have some spare time, to take a casual look into the recent Google-Doubleclick acquisition and while they're at it, a few others of note (without mentioning names)

The move smacks of special-interest, desperation and fear. At the same time, it is also the sobering realization that nothing - except the government - can stop Google now from becoming the Matrix (or something like that) and in this process, eviscerating all media, agency- and even marketer-life from this planet.

With Bubble 1.0, unproven (or non-existent) business models, lack of scale/critical mass (of broadband, online users, e-commerce etc) and hyped valuations contributed to the rise and fall of a period of irrational exuberance. Today, BOTH the business model and critical mass is there. In addition, with bubble 1.0, traditional media was not nearly as scrutinized or under pressure as it is now. The unique combination of push and pull make for a pretty foreboding one-two punch. It is why headless chickens like Sir Martin Sorrell are scuttering around buying companies like 24/7-Real Media and it is why every other holding company and media company will have to do the same in order to keep up with the frenetic pace.

I'm not M&A expert or even a novice. What I do know is this:

• The volatility scale is accelerating
• The land-grab for any and every web 1.0, 2.0 or 3.0 property will accelerate
• There will be a major shake-out and consolidation between the major old+new "media" companies: Disney (ABC), Viacom, News Corp. (Fox), NBC Universal, Time Warner (AOL), CBS, Google, Microsoft, Yahoo!
• The shake-out and consolidation will blur into the communications space, including the likes of WPP, Omnicom, IPG, Publicis, Aegis, MDC and the like. Expect one of these holding companies to be snapped up by one of the media companies within the next 18-36 months (Microsoft's acquisiton of aQuantive is the first move perhaps)
• Add e-commerce giants like eBay and Amazon to this mix for after-taste

Ultimately my points are as follows:

1. The explosive growth is being continuously (re)fueled and replenished by the push of old media failure and the pull of new media (or marketing) success. "Life after the 30-second spot" creates a perfect storm so to speak.
2. In the interest of fairness and competitiveness, the government will step in soon enough to regulate/moderate/control this M&A monopoly inferno
3. We all need to take a step back from all this madness and make sure we don't lose focus of why we are here in the first place: helping companies sell more stuff through the process of building strong, relevant and useful brands that serve a common place and unified purpose in the lives of their customers, communities and world.

I don't give a shit about all the corporate greed, egos and testosterone-induced pre-emptive strikes. I care about the consumer and I believe that by staying close to them and remaining focused on a cocktail of consumer insights, truth, fun, creativity,dialog, innovation and conversion, EPIC 2014 will stand for Experience, Permission, Involvement and Conversation, instead of Evolving Personalized Information Construct.