ITA Group, a US-headquartered leader in engagement solutions, has acquired C2events, an award-winning UK-based event management agency specialising in the healthcare and pharmaceutical sectors. 
 
The strategic move strengthens ITA Group’s presence in Europe and enhances its ability to deliver world-class event experiences globally.
 
Founded in 2004 and based in Wakefield, West Yorkshire, C2events employs 40 team members and has managed events in 20 countries and 37 cities across Africa, Asia, Europe, Latin America, the Middle East, and the United States. The agency is renowned for creating impactful experiences for some of the world’s most recognised healthcare and pharmaceutical brands.
 
Mark Saxby, Executive Director, 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.”
 
The acquisition delivers significant advantages for both organisations:

• For ITA Group: Expanded local presence and event capabilities throughout Europe.
• For C2 Events: Access to cutting-edge event technology, attendee engagement tools, and a global platform for growth.

 
With a strong UK presence and deep industry expertise, C2events complements ITA Group’s pharmaceutical events team to deliver seamless global event solutions, enhanced compliance capabilities, sustainability leadership, industry-leading processes and exceptional service delivery.
 
Both companies share a strong cultural alignment. Like C2events, ITA Group is employee-owned and prioritises team member wellbeing. ITA Group boasts a 96% staff retention rate, multiple Great Place to Work® awards, and consistently positive employee feedback.
 
“ITA Group’s commitment to innovation and employee ownership aligns perfectly with our culture and vision for the future,” added Saxby. “Together, with our incredible teams, we can deliver a broader range of services to our healthcare and pharmaceutical clients across Europe and beyond.”
 
Brent Vander Waal, CEO, ITA Group, said: “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.”
 
Sarah Haines, President – Event Solutions, 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."
 
C2events will continue serving clients with the same trusted teams and leadership in place. All team members will remain integral to operations and become part of ITA Group’s unique employee-ownership culture, reinforcing their commitment to expertise and growth.
 
ITA Group, headquartered in Des Moines, Iowa, employs 1,200 people worldwide and supports clients in more than 120 countries, including from its existing UK offices in London and Ipswich. Its solutions include employee and customer engagement programs, incentive travel, event marketing, market research, and learning and development initiatives.
 
“This is a coming together of two ambitious businesses with a shared appetite for growth,” Saxby concluded. “Being part of ITA Group gives us a platform to fast-track that growth and create exciting career opportunities for our people.”
 
The European expansion builds on ITA Group’s recent global growth initiatives, including the acquisitions of NKD in London (2022) and HTK in Ipswich (2023), as well as the addition of Sydney-based Performance Incentives (2024). 
 
Most recently, ITA Group completed its acquisition of C2events alongside the purchase of another European business – Daymakers, a live and digital event experiences specialist based in Utrecht, Netherlands – further strengthening its capabilities across the continent.
 
ITA Group now has offices in the United States, Australia, the United Kingdom, and the Netherlands, and maintains strategic partnerships in Belgium and Singapore.

About ITA Group

ITA Group helps leading brands around the world create connections, motivate audiences and drive purposeful change, resulting in increased sales, purchases, retention, referrals and alignment. Through events, incentives, recognition, loyalty, research and learning, ITA Group is transforming how business feels for employees, channel partners and customers. Founded in 1963, ITA Group is an employee-owned company. Learn more at www.itagroup.com.

About C2events

C2events is an employee-owned, award-winning event agency specialising in healthcare, pharmaceutical, well-being and biotech events. Based in West Yorkshire, England, C2events delivers exceptional service, sustainability leadership and industry-leading processes for complex, compliant events throughout the UK and Europe. Learn more at www.c2events.net.

About Daymakers

Daymakers helps organizations bring their story to life for employees, customers and decision-makers. The agency combines the power of events, content and technology into integrated business experiences that connect emotion to impact: from goosebump-inducing moments on site to measurable engagement online. The agency was formed in 2023 through the merger of FX Agency and D&B Eventmarketing and brings more than 40 years of experience in creating business experiences. More information: www.daymakers.nl