Jon Birrell, the BPMA CEO, recently took part in a. BBC World Service radio programme called The Why Factor. The programme, which is to be broadcast later in the year examined the complexities around giving presents. As an industry expert, Birrell was invited to talk about promotional gifts having the ability to trigger an emotional reaction, resulting in a smile and a ‘thank you’ from the recipient. “Companies are very happy to create this level of positive feelings associated with their brands,” he said. “Compare this reaction to other forms of media that are here today and gone tomorrow.