David Rolfe on the Integrated Imperative For an agency well versed in interactive, strking the right balance in integrated production is key. Steffen Gentis on Directorial Contributions BBDO Germany's Head of TV empowers directors with storytelling in what he calls “elastic production. ” Colin Hickson on Striking a Balance Publicis London's Colin Hickson on the challenge of collaboration when it comes to integrated work. Brenden Johnson on Expanding into Content DDB Sydney's Brenden Johnson is looking to explore new content forms for both his department and his agency.