PR vs Creative: Rivalry or Synergy

Creative work: Does it have a place in a PR agency? Once an agency becomes integrated — offering a variety of services beyond traditional PR — creativity takes a starring role alongside its companions from marketing to media relations.
But why would you get creative services from a PR company instead of a separate creative agency? Are different types of agencies racing to offer the same services, therefore battling it out as integrated agencies?
Spark’s Creative Director Walter Kuhn and Senior Vice President Heather Gore take us through these questions play-by-play and even recount some of the strangest creative campaigns they’ve ever seen.