Create Your List
Start with a list of who not to give gifts to. Don't send gifts to someone with whom you're negotiating a contract. It may appear as a bribe or worse, a feeble attempt at a bribe. It's also best not to send gifts to those you've recently met or to those with whom you have only a passing relationship. This may make them feel startled, uneasy, and guilty for not thinking of you. Finally, don't send gifts to past clients who have ditched you, unless you have had an exceptionally good relationship with them. Who's left?

• long-term clients who pay their bills;
  
• past clients that matter personally;
  
• vendors and colleagues with whom you work regularly;
  
• the administrative assistant to the client who signs the checks;
  
• inside collaborators and "point people" with whom you work closely;
  
• your postal carrier for delivering checks and the UPS driver for undamaged boxes;
  
• your accountant and other professionals who keep you legal and keep the IRS at bay.

From the Heart
Once you've got your list in place, now it's on to the difficult task of finding the right gift for each person. Selecting a right gift is always the toughest question, even more so in. The key words here are discretion, good taste, and planning. You don't want it to be too expensive -- that may appear extravagant. But that's better than spending too little and, consequently, looking cheap. After all, wouldn't you prefer to receive an inappropriate expensive gift than an inappropriate cheap one? Unless you know someone very well, stay away from gifts that can be construed as too personal, such as clothing and jewelry, as well as any gift with a religious connotation.

Before giving a gift to someone in a large corporation, ask the company about its gift policy. Some corporations have "no-gift policies." others have restrictions on the gift's cost. If it's a small company, ask around informally about the type of gift usually exchanged within the office and stay within these parameters of cost and taste.

When giving gifts to staff or people in the same office, it's best to give, if not the same gift then a gift of equal perceived value, if for no other reason that to avoid sowing the seeds of envy among those you work with regularly. But there's always a caveat, which is why business gift giving is so difficult. You may, for example, want -- and should have every right -- to give a nicer gift to a long-time colleague than to someone who's new on the job.

That said, if possible make each gift unique, so that when the office or e-mail chatter finally gets around to you, people will concur that you're a truly remarkable person in addition to a gifted creative professional.

Keep in mind that gag gifts are very hard to pull off. Unless there's a tie-in with a running joke, as mentioned above, forget the gag gift. You can never predict someone's sense of humor and what's funny to one person might be insulting to the next.

Finding the Right Gift
Perhaps the best type of gift is best described as a reward gift -- something recipients wouldn't necessarily buy for themselves, but would be happy to own. In this category you'll find gifts like quality pens, fruit baskets, CDs, DVDs, a bottle of fine wine (if they drink), a gift certificate to the movies or theater, a nice desk clock, letter opener, paperweight, or cool gadget. Something of enduring worth is better, because it will serve as an enduring reminder of you. Think of all the things you want for yourself but never buy, and you'll build a list fairly quickly.

Finally, the presentation is just as important as the gift. Take the time (or spend the money) to have the gift wrapped nicely. Include a handwritten note with a personal sentiment, and, if possible, hand deliver the package. Unless everyone is swapping gifts at a party situation, give gifts discreetly. Good luck!

Eric J. Adams