Bruce’s Lucky Deal
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 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.
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.
Over a decade of spectacular mutual success followed by two decades of hostilities, including sinister episodes of cloak and dagger activity by Shell against my father and me.
The English translation of the above newspaper headline: Shell’s enemy No.1
It was republished on 27 March 2012 by the European Journal/VOXeurope in ten languages under the headline: “John Donovan, Shell’s nightmare.”
A related TV documentary feature filmed in the UK and Russia was subsequently broadcast across Europe by Deutsche Welle (DW) the leading German TV international public broadcasting channel. It included an interview with former Russian Deputy Minister of the Environment, Oleg Mitvol, named in a Guardian newspaper article as a “Kremlin attack dog.” Film footage of President Putin appears in the feature.
A small sampling of the thousands of retailers and major global brands that were all clients of the worlds No1 Promotional Games company, Don Marketing.
Whitbread Scoop the Pools promotion.
Don Marketing co-founder John Donovan photographed in October 2020 with a Whitbread “SCOOP THE POOLS” poster.
Nabisco Shredded Wheat Space Invaders Promotion.
Approx size: 22 x 30 cm portrait.
Don Marketing co-founder John Donovan photographed in October 2020 with a Nabisco Shredded Wheat Space Invaders poster.
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.
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
Anatomy of a Shell winner: Campaign Magazine 27 April 1984
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.