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DON MARKETING STEPS-UP ITS ATTACK ON SHELL

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Debrief: DON MARKETING STEPS-UP ITS ATTACK ON SHELL

February 1995

IN A SCENARIO that increasingly resembles the rousing Hook Advertising vs Barclays Bank saga, promotional consultancy Don Marketing is piling the pressure on Shell UK Oil in an effort to obtain redress for alleged theft of its intellectual property [Debrief, 2-113].

Don claims Shell used three of its promotional concepts without authorisation or payment and has taken the unusual step of placing a half-page ad in Forecourt Trader asking Shell dealers if they are “willing to complete a questionnaire which may assist us in our legal actions”.

Don then formed a Shell Corporate Conscience Pressure Group and mailed Shell dealers and institutional shareholders accusing the oil giant of a cover-up involving a “flawed promotion”. Don claims the SCCPG has more than a dozen members including individuals and companies owning shares in Shell.

With the bland silkiness that only a multi-billion dollar multinational can muster when attacked by a minnow, a Shell spokesman commented: “We are surprised that Don has chosen this course”.

Marketing 12/1/95; Marketing Week, 27/1/95

Link to Original Article…

http://www.shellnews.net/PDFs/DebriefFebruary1995.pdf

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