by Leo Jakobson | April 07, 2015
Creative Group, Inc., a leading incentive and meetings management provider, was acquired last week by corporate travel management firm Direct Travel, which is pursuing an aggressive growth-through-acquisition strategy.

Creative Group, based in Chicago and Appleton, WI, has a sales volume of $126 million and more than 40 years experience in the performance management field.

"This strategic partnership allows tremendous growth for our company, said Ron Officer, CEO of Creative Group, in a statement. "[It] allows us to continue operating as an individual entity, while further increasing the already significant buying power we offer our clients."

For Denver-based Direct Travel, the acquisition provides a strong foothold in the meetings and incentive management field, which was not a strong point until now. The Creative Group purchase marks Direct Travel's eighth acquisition in the last 12 months.

"The acquisition of Creative Group is an impressive addition to our organization, and significantly strengthens our presence in the M&I niche market," said Ed Adams, CEO of Direct Travel.

"We were drawn to Creative Group due to their position as an industry leader, their strong value proposition, and impeccable reputation," added Direct Travel's CFO, John Coffman. "This move is a mutual win for both companies."