Krichefski also pioneered Mental Health First Aiders to promote staff well being. In 2020, Krichefski was promoted to the role of global COO and EMEA CEO of MediaCom, helping to oversee the EssenceMediacom merger, before taking on the role of EMEA and UK CEO of Group M in 2023. He was elected IPA president in the same year, launching the People First Promise to encourage agencies industry-wide to prioritise mental health. In his LinkedIn post, he recalled starting out at MediaCom in 2011: "By lunchtime on my first day at MediaCom all those years ago, I genuinely felt like I had come home. It was a special feeling, and it has always stayed with me." In an internal memo to staff, Lesser said "we're grateful to Josh for everything he's done for us and wish him the best for the future". He thanked Krichefski "for his many contributions to Group M, EssenceMediacom, WPP and the UK advertising industry".