Global events group grows with C2events deal

A Yorkshire events agency has been bought by an international engagement company in a move that strengthens global delivery for clients across multiple markets.

ITA Group, headquartered in Des Moines, Iowa, has acquired C2events, the Wakefield-based agency specialising in healthcare and pharmaceutical events. 

The deal expands ITA Group’s footprint in Europe while giving C2events access to advanced event technology, engagement tools and a wider global platform for growth. 

Founded in 2004, C2events employs 40 people and has delivered events in 20 countries and 37 cities worldwide.

Bosses say the acquisition enhances both organisations’ capabilities, combining ITA Group’s global scale with C2events’ sector expertise to offer seamless international event management, strengthened compliance, sustainability leadership and industry-leading service delivery. 

They add that the companies share a strong cultural alignment, with both operating employee-ownership models and placing high value on team wellbeing and long-term retention.

C2events will continue operating with its existing leadership and teams, becoming part of ITA Group’s global network, which spans more than 120 countries.

Mark Saxby, executive director of C2events, said: “Four of our five largest clients are US-based, and we’ve always aspired to have an operation in the US. 

“When ITA approached us, the benefits were clear. 

“This partnership allows us to enhance our services and accelerate growth while maintaining our culture and commitment to clients.

 “ITA Group’s commitment to innovation and employee ownership aligns perfectly with our culture and vision for the future. 

“Together, with our incredible teams, we can deliver a broader range of services to our healthcare and pharmaceutical clients across Europe and beyond.

“This is a coming together of two ambitious businesses with a shared appetite for growth. 

“Being part of ITA Group gives us a platform to fast-track that growth and create exciting career opportunities for our people.”

Brent Vander Waal, chief executive of ITA Group, added: “C2events is an exceptional organisation that shares our commitment to service excellence and ownership culture. 

“Together, we’ll provide clients across Europe with direct, in-region support and best-in-class solutions.”

The deal forms part of ITA Group’s wider expansion strategy, which has included acquiring London-based NKD in 2022, Ipswich-based HTK in 2023 and Sydney-based Performance Incentives in 2024, as well as the recent purchase of Daymakers, a live and digital event experiences specialist based in Utrecht, in the Netherlands.

Sarah Haines, president – event solutions at ITA Group, added: “This acquisition represents a natural evolution in our growth strategy and our commitment to serving clients wherever they do business. 

“With over 400 team members now dedicated to event solutions across multiple continents, we can inspire and motivate audiences in Europe and around the world through exceptional, locally managed experiences.”

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