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Loyalty Magazine: “McShell” case continues

Loyalty Magazine: “McShell” case continues

August 1998

John Donovan is continuing his battle over the Shell Smart scheme (see page 3, Loyalty June 1998).

His company, sales promotion agency Don Marketing is claiming a first round victory against Shell UK in a libel case already being dubbed “McShell,” because of its David and Goliath-style similarities to the “Mclibel” case.

Shell UK had to pay costs for a preliminary hearing at the High Court which took place at the end of July. The libel case will be heard before a jury and Don Marketing will have the right to subpoena top Shell UK management to give evidence. Donovan has printed a full-page Legal Notice in industry magazine, Forecourt Trader, stating his company would “take legal action against any business infringing his right to the Smart consortium scheme.”

Donovan has also issued a dossier entitled the “Don Marketing Saga” to MPs, and alleges Shell is using underhand tactics.

Loyalty will continue reporting developments. 


This website and sisters,,,, and, are owned by John Donovan. There is also a Wikipedia segment.

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