Magazine article Marketing

Battle for Monkey as ITV Digital Folds

Magazine article Marketing

Battle for Monkey as ITV Digital Folds

Article excerpt

As ITV Digital goes into liquidation today, one of its most attractive assets - cult brand icon Monkey - could be at the centre of a fierce legal battle.

The broadcaster's advertising agency Mother is seeking legal advice over the ownership of the character, which has been the mainstay of ITV Digital's ad campaign.

As Marketing went to press, administrators had closed pay-TV operations, its Pembroke call centre and had laid off 1750 staff, leaving skeleton cover of 30 at its head office. Marketing director Jeremy Dale and ad director Alison Victory had lost their jobs along with the rest of the marketing and PR departments.

Administrator Deloitte & Touche will now try to maximise the value of existing assets and there has apparently been great interest in buying the Monkey icon, with Diamond White and Kwik Save among the brands keen to secure his services.

Chief administrator Nick Dargan is unwilling to divulge specific interest in Monkey, but is treating him as an ITV Digital asset. …

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