our next coffee break at work may be sponsored by a beverage company, as advertisers are increasing their presence inside office premises through activities such as games and contests. The objective is to engage with working executives keenly sought by brand owners.

Entering the office premises has several advantages. First, reaching out to this category of consumers has always been a challenge for brand owners and office is the place where they spend a large part of their day. Second, using television to reach young consumers is difficult. Especially in the early years of their career, working hours are erratic, and even after work, they prefer to go out with friends. That�s why many brands prefer Business Process Outsourcing firms (BPOs), which abound in people with high consumption behaviour. ... more