Make it useful. Turner Broadcasting was thinking of giving magnifying glasses as holiday gifts for advertisers on "The Closer," a detective show. "But who would use a magnifying glass? If you're over 50, you already have magnifying glasses," Ms. Schechtman said. Instead, Turner tucked a selection of DVDs in a DVD storage box packed with sweets, because the show's lead character has a sweet tooth.
Go for the 200-calorie truffles. One of the basic rules is to give people something they wouldn't buy for themselves. Fruit is a supermarket commodity. Unless you're a fitness magazine, steer away from health-conscious gifts; go for celebration and indulgence. Plus, when you give desirable food, it's likely to get shared among co-workers. Then the whole office will know who sent that amazing gift.
Be smartly subtle. Ms. Schechtman recalled a corporate gift her company did for UPS to give to the CEOs of companies using rival shipping services, asking them to give UPS a shot to show what it could do. Instead of filling it with logo-laden tchotchkes, the color of the faux-leather, chocolate- brown box was the exclusive branding element, and the box was just the right size to hold DVDs-functional and beautiful.
Pass it around: A gift box with enough food for co-workers to share is a winner
Pandamonium: Discovery last year launched a migration of stuffed toys to MediaVest
Popcorn patter: ABC Radio Networks boasts it's "popping with rich opportunities"
Cheer factor: ABC Family sends an office-decorating kit to promote holiday shows