Erica Valenti joined Red Bull Australia last year after previously serving as creative planner at Australian PR firm Mango.

Valenti is considered one of Australia's foremost creative PR talents, having developed several award-winning campaigns during her four-year career at Mango.

In an interview for the Holmes Report's new Creative Lens series, Valenti explains how she comes up with ideas and discusses why resourcing is a critical driver of creativity. She also outlines her favourite campaigns and the elements that drive great creative PR work.

How do you come up with ideas?

It's a mixture of research, brainstorming techniques and the little bit of magic that's sparked when you get a few creative people in a room.

What is one thing that would make the PR industry more creative?

The PR industry is already very creative. We're masters at using a tiny budget to generate massive results. For me, it all comes down to resourcing. In most PR agencies each team member plays the role of suit/creative/events/finance/new business and it is hard to prioritise creativity in the midst of all that work, compounded with the pressures to deliver against a bottom line. My role as creative planner at Mango was one of the first in Australia to be 100 percent devoted to being creative. We are starting to see most of the top PR agencies here move towards a creative director model and I can't wait to see how this positively impacts the creative output.

What is your favourite campaign?

Favourite campaign by another is Tourism Queensland's Best Job in The World. The idea was simple and single minded and it captured the imagination of millions. The favourite campaign i have worked on is one we did at Mango for Telstra called Cabbie-Oke, where we unleashed karaoke-meets-taxis into youth hangouts, and really moved the needle on brand consideration.

What are the elements that drive great creative PR work?

A good clear brief and understanding of the issue. Insights - it's so important for the idea to either be topical, trending or based in truth. Support to get the idea off the ground and freedom from failure

Do you think creativity should be separated from results when evaluating work?

I think that all good ideas are measurable in some way, whether it's the number of views or likes, coverage generated or comments. Creativity should be accountable, but the objectives can vary from hard sales or editorial coverage through to the warm fuzzies of brand connection.