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Page last updated at 11:47 GMT, Friday, 3 August 2012 12:47 UK

Advertising 'must be open and collaborative'

David Jones, head of the global advertising group Havas, believes the rules of advertising and communications "are all about being open and collaborative".

"Those who are getting it wrong are those who are heading down the command control and path," he told the Today programme.

On the subject of Olympic sponsoring, he told business presenter Dominic Laurie that taking exclusivity too far can "damage" a brand.

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