Lucas Jackson/ReutersIn a new filing against the National Rifle Association, lawyers for ad agency Ackerman McQueen suggest that longtime NRA executive Wayne LaPierre is lying about a critical moment in the gun rights group’s recent leadership shake up. At issue is multi-million-dollar litigation between the NRA and its ex-ad firm. In court filings of its own, the NRA has alleged that Oliver North, the groups's former president, was ousted in part because he withheld information from the NRA about payments he took from Ackerman McQueen, which had served as the gun rights group’s primary ad contractor until just months ago. The NRA claims North kept the nature of his deal with Ackerman McQueen a secret from LaPierre and the gun group’s leadership. But in a July 16 filing that was reviewed by The Daily Beast, Ackerman McQueen alleges that LaPierre himself helped negotiate the deal between their firm and North. And they hint that they have documentation to prove it. In a statement, the NRA denied the suggestions. “The facts are clear – Mr. LaPierre and the NRA had no idea that Col. North was negotiating to become an employee of Ackerman McQueen,” said Andrew Arulanandam, managing director of NRA Public Affairs. “And to the extent Col. North was pushing a contrived narrative about Mr. LaPierre and the NRA, he was conflicted. He was an employee of Ackerman at the time he was allegedly scheming with the agency to unseat Mr. LaPierre.” It’s a messy new chapter in the months-long legal battle between the NRA and the ad firm it used for more than three decades. And it comes as the gun group has jettisoned senior staff and faced revolts from grassroots activists and donors. “LaPierre negotiated the terms of the North Contract directly with Lt. Col. North and a detailed term sheet was sent to AMc [Ackerman McQueen] for completion of the formal agreement,” the filing reads. The NRA’s then-treasurer, Wilson “Woody” Phillips, also reviewed and approved North’s contract with the firm, according to the filing, and the NRA board’s audit committee green-lit the contract as well. “On at least two occasions, counsel for the NRA has reviewed the North Contract,” the filing adds. NRA Pulls the Plug on NRATVAckerman McQueen’s insistence that NRA officials were aware of the contract with North is directly at odds with the contention the NRA made in a suit it filed against the ad agency in April. North was ousted from the NRA that month during the group’s annual meeting and has since accused LaPierre of gross mismanagement and making highly questionable expenditures. The NRA, meanwhile, has alleged that North tried to oust LaPierre in a coup. And in a separate suit in May, it accused Ackerman McQueen of breach of contract by leaking information about both LaPierre and the NRA’s finances. Ackerman McQueen had been a central force behind the NRA’s evolution from a gun rights group to a conservative cultural institution. As part of that mission, the ad firm helped launch and manage NRATV, the NRA’s recently shuttered internet-video arm. The NRA has alleged in court that Ackerman McQueen had refused to share its analytics with the gun group. But In its July 16 filing, Ackerman McQueen claims that the opposite is true. “Two days before the lawsuit was filed, LaPierre was in AMc’s office and was in attendance for the presentation of the NRATV analytics,” it reads. “LaPierre walked out of the meeting.” A spokesperson for the NRA’s legal team did not immediately respond to a request for comment. The filing indicates that the fight between the NRA and Ackerman shows no signs of losing steam. Earlier this week, longtime NRA director of public affairs Jennifer Baker left the group. And a month ago, the group parted ways with its longtime top lobbyist, Chris Cox.