Ashfield Event Experiences (AEE) has joined The Creative Engagement Group (TCEG), which owns a number of agency brands including experiential specialist WRG.

The integration of AEE into TCEG comes as a result of their respective parent companies, Ashfield and Huntsworth joining forces. Ashfield and Huntsworth have announced the creation of Inizio. Uniting their full suite of advisory, medical, marketing, communications and patient and stakeholder engagement services across the lifecycle of a drug, Inizio supports its partners from initial assessment to loss of exclusivity.

With a strong focus on healthcare, operating hubs in the UK and US and a 250 strong team, AEE further enhances TCEG’s live and virtual experiential capabilities and strengthens its global leadership position in healthcare events.

The move will enable AEE to capitalise on complementary expertise of TCEG. AEE is already combining with TCEG’s capabilities in film, digital, virtual, capability development, learning and scientific engagement as well as its behavioural science unit, to enhance its offer for clients.

The AEE leadership team will report into Russ Lidstone, Group CEO The Creative Engagement Group. Lidstone said: “I’m thrilled to welcome the talented team at Ashfield Event Experiences into The Creative Engagement Group. This move means that alongside our experiential teams at WRG and Just Communicate, our Group represents a powerhouse in global events at a time when the return of in real life alongside hybrid events is on the minds of all clients. No-one is positioned more strongly for that hybrid world or has our breadth of expertise in the healthcare events category.”

Hayley Greaves, VP EU Operations (UK) of Ashfield Event Experiences added: “This is an incredibly exciting time for Ashfield Event Experiences. Being able to draw on the complementary skills within The Creative Engagement Group means the potential for elevating the experiences we create and services we offer is huge.”