Motivation Company Creative Group Acquires Strategic Meetings and Incentives

The move marks the incentive industry’s second major merger in 2022. 

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Creative Group, a full-service meeting, incentive, and recognition company, has acquired Strategic Meetings and Incentives, an agency with a client portfolio that includes telecommunications and technology firms. 

The move is part of Creative Group’s plan to expand through acquisition and organic growth, according to a statement announcing the purchase. Currently, Creative has 170 employees, with offices in Schaumburg, Ill.; San Francisco; Detroit; Appleton, Wis.; and Toronto. Strategic is based in Scottsdale, Ariz., and has approximately 25 employees.

Creative Group’s action follows Motivation Excellence’s announcement last month that it had merged with Viktor Incentives. According to industry insiders, more M&A activity in the incentive space is expected in the coming months.

“Like Creative Group, Strategic Meetings and Incentives prides itself on developing strong relationships with its clients and responding to their unique priorities with solutions that are custom-tailored to them," said Creative Group president Janet Traphagen

Michele Hayes, president and owner of Strategic Meetings and Incentives, said, “Aligning with Creative Group will allow us to provide our clients with more business solutions, greater buying power, and increased resources. In addition, we can now offer our clients more robust sales-incentive and channel-loyalty solutions, complementing our current product offerings.”