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Promotions & Incentives: Shell stands firm on Smart charges


Promotions & Incentives: Shell stands firm on Smart charges

May 1998

Shell will defend itself against claims by its former promotional agency Don Marketing, that it came up with Shell’s Smart consortium idea.

Don Marketing director, John Donovan, issued a writ against Shell on 9 April claiming multi-million pound damages.

Shell and Don Marketing have been discussing the allegations since Shell’s AGM last year. Both parties have assembled evidence and interviewed witnesses in the interim.

The action relates to proposals Don Marketing claims to have put to Shell in 1989 for a “multi brand” loyalty scheme. The agency claims it went as far as seeking out potential partners, including Tesco and Sainsbury’s before Shell said it did not wish to proceed with the idea in 1990.

The action is the latest from Shell’s former business partner. Don Marketing has sued the company three time in recent years over promotional ideas it claims to have presented to the company that were subsequently used. All of the actions have been settled out of court.

A Shell spokesperson said the writ would not inhibit the scheme’s national roll out.

Don Marketing has posted details of the case on a website which it is publicising.

Link to Original Article and its sister non-profit websites,,,,,, and are owned by John Donovan. There is also a Wikipedia feature.

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