A recent picture of the ever-smiling John Jenkinson. Photo: courtesy of Brian Bass
Unless you worked at Mirror Group in the 1960s through to the early 1990s, it is unlikely that you would have heard of John Jenkinson, who died aged 84 on new year's day.
He shunned the limelight. Yet John, affectionately known to his colleagues as JJ or Jenks, was one of the Mirror titles' secret weapons in the national newspapers' circulation war.
He was the man who ran the Mirror's promotions department with the kind of skill and commitment that endeared him to six Daily Mirror editors (including me), four Sunday Mirror editors and eight People editors.
Oh yes, plus a couple of editors at The Sporting Life and those at the long-defunct weekly, Reveille.
JJ was brilliant at one of the most demanding jobs in tabloid newspapers. He had ideas. He made seemingly impossible requests from editors and publishers work. And he was well organised. To put it simply: he delivered. And he did it to deadline.
Attention to detail was a hallmark of John's work. He was also renowned for his integrity, even-handedness and loyalty towards his staff.
In his early years with the Daily Mirror, it's fair to say that he had it pretty easy because the paper's sales were rising steadily towards the record-breaking 5m mark. These were days in which the Mirror could do no wrong.
Even so, under taskmasters such as Cecil King and Hugh Cudlipp, there was considerable pressure on him to put together a string of memorable promotions. These included the famed debutantes ball and the boom cities initiative plus the National Pets Club, the National Youth Orchestra, various touring beach shows and the hugely successful launch of the Mirror Dinghy. Oh, and not forgetting the Mrs Britain and Bride of the Year events.
Jenks in his Mirror heyday
With the launch of The Sun at the end of 1969, JJ came under pressure to compete with a rival that set out to lure Mirror readers by using innovative weekly promotions. The Sun was also more aggressive in using TV adverts.
But JJ rose to the challenge by ensuring that the Mirror ran regular in-paper competitions and other editorially-driven events. One of his most memorable innovations was a readers' offer that resulted in 100 people taking a day-trip to America on a specially chartered Concorde.
When the Daily Star and The Sun started the newspaper bingo craze, the dependable JJ assumed responsibility for running bingo games across all the Mirror Group titles. And, unlike The Sun, there was never a mistake in the numbers. In 1985, his Who Dares Wins contest resulted in a Mirror reader winning the £1m cash prize.
He was a quietly spoken, unassuming man with a core of steel. During my own time at the Mirror, I witnessed John standing up to Robert Maxwell by refusing to do his bidding.
He got away with it because Maxwell was convinced - not least by one of John's greatest admirers, the late Richard Stott - that he was an invaluable asset. The Mirror's veteran photographer, Kent Gavin, summed him up by saying: "He was a one-off, a legend."
The former Daily Mirror editor, Mike Molloy, said: "John was one of very few true gentlemen of newspaper publishing - a delightful, skilful and talented man. It was a pleasure to work with him."
And Peter Moeller, his second in command as promotions manager, said: "Even a roll call of his achievements spanning the glory days of Fleet Street cannot quite define the quality of the man.
"There are many among us who have cause to remember him for acts of kindness and generosity, his instinctive understanding of problems and the discreet way in which he so often squared the circle to make things happen.
"He embodied the DNA that was at the very heart of the relationship between the Daily Mirror and its readers in an era that is now itself history."
I am also reminded of JJ's other talent, for keeping up with the alcoholic intake of Mirror journalists in the Stab. It never stopped him from turning up next morning, immaculately suited, and ready for business.
John Jenkinson was born on 9 April 1928 in Tooting, south London, and went to a local school. At the outbreak of the second world war, he was evacuated to Chichester before completing his education at a technical college in Victoria.
After a brief flirtation with a theatrical career, he joined the Daily Mirror in Manchester in 1958 after catching the eye of the publicity manager, Donald Robery, while acting as compere for a "Mirror Girl" competition, an obligatory part of the paper's summer promotions in northern seaside resorts.
He became northern publicity manager but, in 1961, moved to London as promotions manager in charge of the Sunday Mirror's National Exhibition of Children's Art. He was also involved with arrangements for the opening of the new Mirror Group headquarters at Holborn Circus. He was soon promoted to run the major promotions as publicity director for all Mirror titles.
After a 34-year career with the group, he retired in 1992, still at the top of his game.
He spent much of his retirement indulging his passion for theatre in company with his wife, Zoë, who he met in the 1950s at a theatrical club. She died four years before him.