"We need to get it out there that events are the most effective way to communicate," said Saxby, who is World Events group marketing and sales director, at the Eventia annual general meeting yesterday.
Clients were increasingly expecting agencies to add value to their events through content that would deliver a strong return on investment, he said.
Saxby also indicated that Eventia would work more closely with other industry associations.
"There's a lot of good work being done by other associations here in the UK and overseas, and we need to think carefully about how we can collectively put our message across for the whole of the industry," he said.
Eventia will also focus on continued professional development, lobbying on regulations, and driving best practice in corporate responsibility.