In reply to gethin_allen:
I bought a new road bike last year (Planet X Pro Carbon). The stock wheels were poorly set up - spoke tension was all over the place and the wheels were out of true by up to 2mm! I had already returned an entire bike to Planet X (frame damaged on delivery) and was reluctant to return a pair of wheels. My LBS has a great wheel technician, who trued and tensioned both wheels for £24 - what a difference!
My 'best' wheels (Mavic Ksyriums) were also very creaky when new. A quick Google suggested spraying the bladed spoke crossings and nipples with silicone lubricant. Once that was done, silence was restored.
N