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Incentive Today Magazine: Shell loyalty row continues


Incentive Today Magazine: Shell loyalty row continues

June 1999

John Donovan’s marathon tangle with Shell UK comes to a head this month with the High Court hearing in which Shell stands accused of breach of contract and misuse of confidential information over its Smart loyalty scheme.

The three week hearing, starting on June 10, should end a bitter six year dispute between the two parties in which Donovan has already received over £250.000.00 in out of court settlements following Shell’s use of three forecourt promotions that Donovan claimed rights to.

Donovan claims that he originally briefed Shell on a’multi-partner loyalty scheme in 1989 and that the Smart scheme launched in Scotland in 1997 is based on ideas presented in that briefing. Shell denies Donovan’s allegations.

The latest part of the claim has seen Donovan set up a website attacking Shell, he has also picketed the Shell Centre at Waterloo and disrupted the oil giant’s 100th Anniversary AGM.

The latest bizarre development in the case is an intervention in the form of a letter from the wife of Mark Moody-Stuart, the head of Shell International.

In her letter to Donovan, Judy Moody-Stuart pleads with Donovan to stop attacking her husband saying ‘I’ve had enough of reading your miserable destructive comments about a great group of people, Shell people, and their organisation.’

She then urges Donovan to spend his time working for the charity Centrepoint before wishing him ‘good luck in coming to terms with the world.’



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

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