Creative Group Appoints Pete Dufner as Experience Design Director

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Pete Dufner named Experience Design Director for Creative Group, a leading meeting, incentive and recognition company.

Pete’s strategic approach to creative development will further enhance the experiences that we create for our clients, says Janet Traphagen, President, Creative Group.

Creative Group, Inc., a full-service meeting, incentive and recognition company, announced today the hiring of Pete Dufner as Experience Design Director, effective immediately. This is a new position, created to further support the company’s creation of meeting, event and incentive experiences.

Dufner will focus on the creation of business-changing experiences that optimize the performance of people to help them thrive. He will be applying the company’s proprietary approach, i|xperience, designed to immerse participants in the client’s messaging and brand.

“Pete’s strategic approach to creative development will further enhance the experiences that we create for our clients,” says Janet Traphagen, President, Creative Group. “His breadth of work in the beverage, financial services, and automotive industries, just to name a few, aligns well with our client portfolio.”

“I’m excited to begin working with the talented team at Creative Group and helping clients achieve their objectives by creating engaging meetings, events and incentives,” Dufner said. “Creative Group’s focus on experience creation is aligned to today’s marketplace.”

About Pete Dufner
Dufner joins Creative Group with over 20 years of creative experience. Dufner has both client and agency experience, having created experiential marketing, brand activation, and communication campaigns from strategic inception through execution. Most recently he was Associate Creative Director at CDK Global, an integrated technology solutions provider for automotive and heavy equipment dealers. Throughout his agency career, he has worked with Fortune 500 companies on brands such as Frito-Lay, Burger King, American Airlines, Heineken, Country Financial and Lincoln Motor Company.

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., receiving the award each year since its 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 220 people, the company is headquartered in Schaumburg, Illinois and maintains offices in Detroit, Denver, San Francisco and Appleton, Wisconsin. Creative Group was acquired by Direct Travel in 2015. For more information about Creative Group, please visit

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Shireen Moore
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