Opening Summer Eventia in Cardiff this morning (27 June), IPA director general Pringle said live events are key to overall marketing in a widening digital era.
"One of the greatest strengths of what you do in live events is creating an emotional engagement," he said. "That is a really important thing to hang onto."
Pringle added that in terms of brand awareness and activation, research has shown that television is proven to be the "most effective single medium".
He urged event planners to develop strategies for engaging with television as a medium.
"One way to look at that is how do you in live events partner with TV," he said. "How can you get in with them?"
Summer Eventia kicked off today at the Mercure Holland House Hotel in Cardiff.
Eventia vice-chairman Simon Hughes, who is director of live events at COI, welcomed delegates to the annual event, as chair Rob Allen is away.