Another nifty one-piece mailer has arrived, this time courtesy of Gerald Judd Paper.

The firm's jaunty promo, for which it has teamed with UPM Caledonian Paper, is reinforced with an email follow-up and includes a PURL that takes me to a microsite where I have the chance to win a Brompton folding bicycle. As it happens I am the proud possessor of one of Brentford's finest exports anyway, but of course that hasn't stopped me having a nose around on the site. (I won't share my personalised link with you because it would screw up the campaign analytics, but here's a link to the main Gerald Judd website.)

I'm glad I did because it's given me some additional insights into Gerald Judd's services, and a fresh appreciation for its nous. Some of the case study info is also inspiring in a wider sense, as it shows the value of being on the front foot.

Just one of a variety of interesting examples quoted is the case of a magazine publisher who asked Judd to quote on some paper for a title on a like-for-like basis. The firm did that, while at the same time providing a simultaneous quote for an alternative approach that yielded a 25% saving. The sort of figure that tends to command attention, I think you'll agree. "We are trying to use all of our brain as opposed to the small part of it that is attached to price per tonne," quips the firm's marketing consultant Mick Barry, whom readers may recall from his previous life at M-Real.

I think that's a pretty inspiring mindset, and wish that more companies in our sector would adopt such a proactive and positive approach.