Houve uma época que as LTDA da propaganda, preocupadas com um tipo de concorrência desleal, ironizavam uma tendência que não tinha apoio de leis para a regulamentação, mas, demonstrava que a terceirização dos serviços primários seria inevitável frente à necessidade de novos postos de trabalho por causa do surgimento de diversas faculdades de publicidade (devido ao aumento da demanda da população) e uma enxurrada de especialistas insatisfeitos com os modelos de operação e remuneração praticados pelo mercado. Essa alternativa pelas portas dos fundos foi rotulada como “Eugência”.
Eram profissionais de Criação, Mídia e Atendimento que já atuavam como freelancer dentro das agências e decidiram prospectar seus próprios clientes. Às vezes uma Eugência estava concorrendo junto com a agência que também era a sua empregadora (uma saia justa para a equipe de Marketing do cliente), mas, deixando de lado as questões éticas e as disparidades entre as tabelas de preços, foi o início do surgimento de várias alternativas para as marcas que compravam comunicação. Muitos profissionais de Criação, Design e Planejamento, prosperaram abrindo mão do filão das veiculações, passando a faturar job a job ou com contratos de FEE mensal. Não foi apenas uma questão de abrir mão de lucro e sim praticar um outro modelo com outros valores profissionais e pessoais.
As Eugências estavam fazendo um bom trabalho, desde ações de ativação (live marketing), materiais diferenciados para PDV, embalagens, promoções, comunicação interna (endomarketing), apresentações comerciais, tablóides para varejo, marketing direto, planos de mídia e até a criação de campanhas políticas. E assim, alguns abriram suas agências e colaboraram com a geração de empregos, a segmentação dos serviços de comunicação e a diversidade de fornecedores. Desta forma as marcas passaram a mesclar dentro do seu pool, fornecedores grandes e pequenos.
Hoje vivenciamos (de novo) o fenômeno das “pessoas-empresas” tomando conta do mercado de comunicação como alternativa para a redução dos custos com a folha de pagamento e por consequência, ter um gasto operacional menor. O maior dos temores é o risco de amanhã ou depois, ter um ex-fornecedor como concorrente, mas é a ordem natural das coisas, é assim que as oportunidades ficam acessíveis e o setor se recicla. Esta é uma das expressões da livre concorrência, as empresas adotam modelos mais justos para otimizar gastos e lucros e a contrapartida é a liberdade que mais pessoas ganham para empreender o seu próprio futuro.
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