Creative Group Announces Acquisition of The Performance Group

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Creative Group, a full-service meeting, incentive, and recognition company, recognized as one of the most influential such organizations in the U.S., acquires The Performance Group of Northern California, a prominent event and incentive agency.

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Adding The Performance Group was deliberate and focused on growing our portfolio and strengthening our West Coast presence, says Janet Traphagen, President of Creative Group.

Creative Group, Inc., a full-service meeting, incentive, and recognition company, today announced that it has acquired The Performance Group of Northern California (TPG); an award-winning, meeting, event and incentive agency based in the San Francisco Bay Area.

“Adding The Performance Group was deliberate and focused on growing our portfolio and strengthening our West Coast presence," says Janet Traphagen, President of Creative Group. “It had to be a stellar match and the team and talent were exactly what we were looking for. We will support their efforts to serve their clients as they have for nearly two decades. I’m thrilled that the executive team will be staying with The Performance Group, as this will ensure that the values, commitment and talent will be maintained.”

The acquisition of The Performance Group further delivers on Creative Group’s strategy and operational plan to expand through acquisition and organic growth. Founded in 1998, The Performance Group is recognized for its delivery of transformative event experiences that drive human behavior. It is recognized for its strategic approach, creativity and impeccable level of service. With an original focus on the technology sector, The Performance Group has expanded to service the financial, insurance, automotive, and manufacturing sectors, among others.

“I’m excited to have found just the right buyer whose core values align with ours. Creative Group complements The Performance Group, providing additional depth and services that will amplify our current offerings and carry our experienced team, and our clients, into the future beautifully,” notes Suzanne Ashton of The Performance Group.

“The acquisition of The Performance Group is an impressive addition to our organization. This move further solidifies our presence in the meeting and incentive market while supporting our overall growth strategy,” said Ed Adams, CEO of Direct Travel, which includes Creative Group in its roster of travel-oriented businesses.

About Creative Group
Creative Group is a full-service meeting, incentive, and recognition company that delivers business results by inspiring people to thrive. An industry leader, Creative Group has been honored with the CMI 25 Award, which recognizes the top 25 most influential meeting and incentive management companies in the U.S. each year since the award’s inception in 2007. Creative Group was founded in 1970 and has served clients in financial services, life sciences, insurance, manufacturing, retail, technology, automotive and hospitality.

Employing over 170 people, the company is headquartered in Schaumburg, Illinois and maintains offices in Detroit, Denver and Appleton. Creative Group was acquired by Direct Travel in 2015. For more information about Creative Group, please visit

About The Performance Group (TPG)
The Performance Group, founded in 1998, is an award-winning, full-service meetings, events and incentives agency focused on delivering world-class incentive travel programs, meetings and conferences, product launches, and consumer events. These transformative event experiences are designed to support long-term business goals and objectives. The Performance Group initially serviced the technology market and has expanded its client list to include automotive, finance, insurance, and manufacturing companies. For more information, see

About Direct Travel, Inc.
Direct Travel, Inc. is a leading provider of corporate travel management services, established with the goal to create a best-in-class TMC. The company has been providing travel management services for over 40 years; working with clients to develop highly customized travel programs. By leveraging both the expertise of its people and innovative solutions, Direct Travel enables clients to derive the greatest value from their travel program in terms of superior service, progressive technologies, and significant cost savings. Direct Travel has offices in over 60 locations across North America and the UK, and is currently ranked 15th on the Travel Weekly Power List. Direct Travel is also a prominent member of Virtuoso, the world’s most prestigious luxury travel network. For more information about Direct Travel, please visit

Creative Group is a service mark of Creative Group, Inc.

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Shireen Moore
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