Monkey business at ITV Digital
ITV Digital’s advertising symbol Monkey was today at the centre of a legal tug-of-war.
The cult mascot of the stricken television channel is embroiled in a custody battle between the administrators and the advertising agency that created him.
Administrators Deloitte & Touche is claiming the woollen ape as a company asset, to be sold off to the highest bidder.
But London-based ad agency Mother says it may still be Monkey’s legal owner and has called in lawyers to investigate its claim.
Andy Medd, a partner at Mother, said: ‘‘The situation certainly needs to be clarified. Monkey cannot be sold off to the highest bidder until it has been established who the legal owner actually is.
‘‘We are discussing the matter with our lawyers and there will be discussions with the administrators.’’
He also revealed that the company was still owed a ‘‘substantial’’ amount of money by ITV Digital.
Emma Thoroughgood, spokeswoman for Deloitte & Touch, said: ‘‘We do consider that Monkey is an asset but the situation is being looked into.’’
ITV Digital went into administration in March after attempts to negotiate lower television rights fees failed.
Efforts by the administrators to find a buyer have so far proved unsuccessful, putting hundreds of jobs and dozens of Football League clubs in jeopardy.
On Wednesday the broadcaster’s pay-television channels were taken off air.
But Monkey, who starred in a series of commercials with comedian Johnny Vegas for ITV Digital, has proved more of a draw - with a number of companies already expressing interest.
Investment company Selestia has offered Monkey ‘‘£10,000 a year, plus perks,’’ while supermarket chain KwikSave and cider firm Diamond White say they want to use him in their advertisements.
