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Don Marketing

Introduction

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John Donovan, a co-founder of promotional games company Don Marketing: Photo taken in 2015.

By John Donovan

In 1979, the company I co-founded, *Don Marketing, created and supplied promotional games that were used to promote petrol sales on the forecourts of all major petrol brands in the UK, including Shell.

In June 1981, we moved into a  direct contractual relationship with Shell as a result of a presentation I made at Shell-Mex House in The Strand, the then London HQ of Shell UK Limited.

I put forward a proposal for Shell to launch a legal version of a promotional game called Make Money that Shell had abandoned in the 1960‘s out of concern that it was in breach of UK lottery laws. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

CHAPTER 1: John Donovan, Shell’s nightmare

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The name of my Amazon Kindle book – “John Donovan, Shell’s nightmare” is not an ego-driven title dreamt up by me, but the headline of an article by an award-winning newspaper journalist, Christoph Giesen published across the EU in ten languages.

A broadsheet German daily newspaper, Süddeutsche Zeitung published a major article about me on 20 March 2012 under the headline “Konzernfeind No. 1.”

The article by Christoph Giesen told the story of my epic feud with the oil giant Royal Dutch Shell, a former client of the multinational company I co-founded, Don Marketing. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

CHAPTER 2: An unscrupulous Shell executive

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The actions of an ambitious, unethical young Shell executive, intent on ruthlessly exploiting his position at Shell for personal gain, poisoned the previously excellent relationship we had enjoyed with the oil giant. Unfortunately, Shell senior management gave their full backing to the relevant unscrupulous executive: a decision they must regret as it has since cost the Group billions of dollars.

In 1992, in our capacity as directors of Don Marketing, a colleague and I presented in strictest confidence, a series of sales promotion ideas to a new Shell UK National Promotions Manager. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

CHAPTER 3: Donovan vs Shell litigation

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Shell stole confidential intellectual property from us on several occasions. We sued and Shell settled. The settlements were inevitably surrounded by secrecy and deception designed to prevent embarrassing information from reaching third parties, particularly Shell shareholders.

LITIGATION BETWEEN 1994 AND 1996

Shell tried to keep the court settlements in the pre-Smart litigation secret  – see pdf of magazine feature – “High Court papers unveil ‘secret’ Shell writ losses.” 

read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

CHAPTER 4: Shell hypocrisy

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In October 1996, I received an unsolicited letter of apology from Shell Chairman Dr. Chris Fay for the way we were treated by Shell. His letter arrived after Shell had already settled out of court with us for four High Court actions and one County Court case. As can be seen, the tone of the letter not meant for public consumption was totally at odds with press releases issued by Shell before and after his letter. The tone of the apology letter from Dr Fay (shown immediately below) was totally at odds with press releases and statements published or distributed to third parties by Shell before and after his letter. Examples are displayed. It is therefore difficult to avoid the conclusion that the apology letter was disingenuous. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

CHAPTER 6: Shell Smart Trial at The Royal Courts of Justice

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We suspended our website don-marketing.com before the Smart trial commenced in June 1999.

Screenshot from the Wayback Machine web archive for shell-shareholders.org website: 12 March 2000

The trial actually commenced on 15th June 1999 in Court 58 on the 7th Floor of the modern air-conditioned Thomas More Building at the Royal Courts of Justice in London.

HIGH COURT TRIAL JUNE/JULY 1999 Case No: DD04199 Court 58 John Alfred Donovan v. Shell UK Ltd

At the start of the trial the Judge, Mr Justice Laddie QC commented that it was one of the most unpleasant cases that had ever come before him, with both sides making extremely serious allegations against each other. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

CHAPTER 7: A biased High Court Judge who resigned in controversial circumstances

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Regretfully, it became evident that the controversial Judge, the late Mr Justice Laddie (above) appointed to hear the case was not impartial. He strongly objected to our “high-profile campaign” against Shell and failed to disclose his connections with Shell.

Before the trial began Mr Justice Laddie notified my solicitors that he was a participant in the Shell SMART multi retail partner loyalty card scheme. The promotional concept that happened to be the subject of the litigation. I advised that this was not a problem. It was the only Shell connection that he declared. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

Don Marketing Website Archival Information

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Some Don Marketing Games from the 1980s

COPY OF INFORMATION PUBLISHED ON Don-Marketing.com and “Images File” webpage (with more images added in 2020)

An article published by Prospect Magazine in February 2007 authored by Derek Brower, senior correspondent of Petroleum Economist, provides an overall background to the disputes between Royal Dutch Shell and Alfred Donovan and his son, John.

Rise of the gripe site: How two men and a website humbled one of the oil industry giants

Picture of John Chambers and John Donovan

John Donovan (right) and John Chambers
at Don Marketing Hornchurch offices in 1984
 
For more photos see Don Marketing Photo File donmarketingphotofile.html

Don Marketing was founded by Alfred Donovan, Bob Donovan, John Donovan and their fondly remembered friend and business partner, chartered accountant, Don Redhead (deceased). Alfred, Bob and John are all retired from commercial activity. John Chambers was managing director during the most successful years of Don Marketing which, following a series of court actions with Shell, ceased trading some years ago. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

Don Marketing Roll Call of Promotional Games

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Two decades before co-founding Don Marketing, John Donovan was in the petrol retailing business with his father Alfred Donovan operating a chain of petrol stations and garages in East London and Essex. Their main garage, known initially as East & Donovan and later as A & J Donovan, held  Standard-Triumph and Leyland light commercial franchises.

In 1967, Alfred and John Donovan founded Jackpot Promotions, which launched a Freeline Football petrol sales promotion at garages throughout the UK, including Fina, Cleveland, Amoco and independent petrol stations. The computer-printed football coupons – examples below – were printed by Thomas De La Rue. Each contained a different pre-paid entry on Zetters Pools.  

Freeline Football used Australian football teams in the summer season. 

In 1979, Alfred and John co-founded Don Marketing with Bob Donovan and Don Redhead and launched a modified Freeline Football promotion on “no purchase necessary” basis.

DON MARKETING PROMOTIONAL GAMES FROM 1979 ONWARDS.

(Left to right) Roger Sotherton (Managing Director), John Donovan (Chairman) and Ken Brown (Operations Director).

Some Don Marketing staff including Steven Donovan and Lisa, smiling.

DON MARKETING OCCUPIED THE ENTIRE TOP FLOOR OF CRITERION HOUSE IN CHELMSFORD. 

The Game pieces displayed below are not actual size.

GAMES FOR SHELL

SHELL MAKE MONEY GAME 1984 FOR SHELL UK

Don Marketing supplied the Make Money game on an international basis for Shell, including Shell Singapore – poster immediately below.

RELATED LINKS

Fast flowing Don: Marketing Magazine 16 February 1984

Shell Make Money full page advert: Daily Express 21 February 1984

Shell Make Money full page advert: Evening Standard 21 February 1984

Shell is back making money: Incentive Marketing and Sales Promotion March 1984

London Evening Standard article “the old lady with the right-hand halves” about the “spectacularly” successful Shell Make Money game: 1984

Anatomy of a Shell winner: Campaign Magazine 27 April 1984 read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

Shell Star Trek Promotion created and supplied by Don Marketing

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The “Every Card Can Win Shell Star Trek scratch card game was invented for Shell by promotional games wizard John Donovan (photo left from a magazine article published at that time).

Donovan was a co-founder of the promotional games company Don Marketing which was responsible for creating a host of innovative forecourt games for Shell on an international basis including Shell Make Money, Shell Mastermind (linked to the BBC), Shell Make Merry (linked to Harrods) Shell Bruce’s Lucky Deal (linked to Bruce Forsyth) and Star Trek the Game linked to the original Star Trek TV series and the follow-up Star Trek: The Next Generation.  Each promotion had a budget of around £4.5 million. Don Marketing games for Shell ran in several countries around the globe. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

Shell Bruce’s Lucky Deal Promotional Game created and supplied by Don Marketing

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In 1985 John Donovan had the idea of a playing card themed game. This became “Bruce’s Lucky Deal”, a game offering over £4.5 worth of prizes, which was linked to Bruce Forsyth, the popular host of the UK TV game show, “Play Your Cards Right”. The novelty of the promotion launched in the summer of 1985 once again generated media interest and an article in the Financial Times mentioned that the order for 4.5 million packs of Shell-branded Carta Mundi quality playing cards was the world’s largest-ever purchase of its kind.  85 million “Every Card Can Win” scratch cards were printed. The promotion ran on Shell forecourts in the UK and Ireland. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

Shell Make Merry Harrods linked promotional game created and supplied by Don Marketing

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In the Autumn of 1984, Don Marketing devised a Make Merry” scratch card game linked to Harrods, with the idea that Shell would give away on their forecourts millions of Harrods food prizes. Before we disclosed the concept to Shell, we discussed initial arrangements with Harrods for the design of the card and the supply of Harrods food product prizes. The concept was enthusiastically accepted by Shell. We negotiated the purchase of over £2 million pounds worth of goods from Harrods on behalf of Shell, including 6 million mince pies and £10,000 Harrods Shopping Spree prizes. The promotion was launched in the last quarter of 1984 and featured in a Channel News TV report. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

Shell Mastermind Promotional game created and supplied by Don Marketing

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The Shell Mastermind promotion was launched Monday 2rd July 1984

Large Shell Mastermind forecourt poster. Approx size: 35 x 45 cm portrait.

(John Donovan with Shell Mastermind poster, October 2020)

Front cover of Marketing Magazine published 6 September 1984

SCREENSHOTS FROM BBC TV MONEY PROGRAMME ON BBC TV (presented by Brian Widelake and Valerie Singleton). PACKAGE FOCUSSED MAINLY ON SHELL MASTERMIND. THE BBC FILMED DON MARKETING’S SUPERVISION OF THE PRINTING OF THE SHELL MASTERMIND GAME IN NORTH WALES. 

SCREENSHOT OF JOHN CHAMBERS FILMED INTERVIEW ON “THE MONEY PROGRAMME” WHEN THE SHELL MASTERMIND GAME WAS STILL IN PROGRESS AND MORE MASTERMIND GAME PIECES WERE BEING PRINTED.

TWO SCREENSHOTS SHOWING SHELL MASTERMIND GAME PIECES BEING PRINTED BY DOBSON & CROWTHER PRINTERS IN NORTH WALES

DON MARKETING CO-FOUNDER DON REDHEAD, FILMED SEEDING THE MAJOR PRIZES DURING THE SHELL MASTERMIND PRINT RUN OF 96 MILLION GAME PIECES

KEN BROWN CARRYING OUT PRIZE VERIFICATION OF SHELL MASTERMIND MAJOR PRIZE CLAIMS

SCREENSHOTS OF DON MARKETING MANAGEMENT TRAINEE SWEN OLSEN FILMED OPERATING A VIDEO VERIFICATION CAMERA DURING THE MAJOR PRIZE VERIFICATION PROCESS OF THE SHELL MASTERMIND GAME

MAGNIFYING DEVICE BEING USED ON A SHELL MASTERMIND GAME PIECE CLAIM FOR A £500 PRIZE

SCREENSHOT OF FINAL INTERVIEW SEGMENT WITH JOHN CHAMBERS ON “THE MONEY PROGRAMME”

SCREENSHOT- CLOSING MAIN CREDITS FROM “THE MONEY PROGRAMME”

Related

Shell Press Release for Shell Mastermind Promotion July 1984, plus FULL RULES and Game Piece (Promotion launched Monday 2rd July 1984)

EXTRACT FROM PRESS RELEASE:

John Smeddle, Sales Manager, Shell UK Oil said: “The success of Make Money, which we launched in February, is now a matter of record. It increased our trade and helped to change the petrol market from one concentrating almost exclusively on price to one where we could create interest and excitement for the motorist buying petrol at a fair price. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.

1984 Shell Make Money Game created and supplied by Don Marketing

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Shell has run three versions of the Shell Make Money game in the UK.

THE 1966 VERSION

The first, in 1966 (above), offering cash prizes of up to £100, was created and supplied by Ralph Glendinning of Glendinning Associates, an American marketing consultancy. The game was a huge success but there were grave doubts about the legality. Shell was concerned about the possibility of being prosecuted in the UK for conducting an illegal lottery. Shell was also rightly concerned about the security of the half-note currency.

More information further down this page.

THE 1984 VERSION (THE MAIN SUBJECT OF THIS ARTICLE)

The second version was launched in 1984 (envelope above) offering cash prizes of up to £10,000. It was created and supplied by Don Marketing, a UK promotional games company founded by John Donovan, his family, and Don Redhead, a Chartered Accountant/mathematician. Don Marketing supplied a QC’s opinion to Shell confirming legality. The promotion, known internally as Operation Leo, was a huge success. read more

shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.