Josh Krichefski delivered a speech at the IPA President's Reception 2025 celebrating the ideas, the people, and the partnerships that make our industry so extraordinary, and looking forward to 2025 with optimism and ambition.
Good evening, everyone.
To me, 2024 felt like I was in a Netflix drama with a cliffhanger every week.
I’m reminded of the saying: “There are decades where nothing happens, and there are weeks where decades happen.” It has been an Olympic sprint through change, disruption, and occasionally, chaos.
For me personally, it was a year of highs and lows.
The highs? Major pitch wins and the privilege of leading the IPA. Working with all of you has been a highlight of my career - thank you for making it so rewarding.
The lows? Some days I felt like a juggler, except the balls were on fire, and someone kept throwing more at me.
I do often wonder to myself, and probably I’m not the only one, how do we lead through such uncertainty? How do we turn these challenges into opportunities for change?
The answer is simple: We don’t do it alone. Even in times of uncertainty, we are stronger together.
Our industry thrives because of its people - people who often start with nothing more than a scribble on a napkin and turn it into a campaign that makes the world laugh, cry, or to queue up to buy our client’s brand.
But that’s not to make it sound easy. Advertising is a high-energy, high-pressure industry. Deadlines, client demands, and the endless asks for more; can leave even the most resilient among us feeling like we’re running a marathon uphill… in flip-flops.
That’s why I launched the People First Promise - to ensure our success never comes at the expense of our people.
Over 100 companies have already earned their People First badge, which is brilliant - but we can’t rest on our laurels. There’s always more we can do.
Imagine what we would achieve if everyone felt supported, empowered, and genuinely appreciated.
The IPA’s Wellbeing Lab isn’t just about warm words and nice intentions. It’s about practical steps, from training leaders to spot burnout to creating flexible workplaces where everyone can flourish.
In February, we’re hosting a People First Lab Breakfast to showcase the best practices across the industry. Think of it as a breakfast buffet of ideas you can steal with pride. Please do take advantage of these resources. We can learn a lot of practical, useful, easily executable stuff from each other.
As we advocate for our people, the IPA is also making sure our industry’s voice is heard where it matters most: with the government. Whether it’s the Employment Rights Bill or Less Healthy Food Restrictions, we’re working to shape policies that protect and promote our industry.
On the data side, the Bellwether Report and the IPA Agency Census provide critical insights into marketing spend, employment trends, and diversity. These aren’t just reports to skim over with a coffee—they can help us navigate the future.
And don’t forget the All In Survey on 12 March. It’s like a team huddle for the entire industry. The more voices we hear, the stronger we’ll be.
Let’s take a moment to pat ourselves on the back. Advertising isn’t just a nice to have in business - it’s a driving force of the global economy, shaping industries and societies. This year, advertising worldwide surpassed $1 trillion in revenue.
But it’s not only about the numbers. We bring creativity, innovation, and sheer brilliance to the table.
While AI and technology is making us better and faster I have yet to see it replicate the magic of a human idea.
The IPA Effectiveness Awards databank shows us that behind the most successful campaigns is a simple, emotionally engaging idea.
Let’s remember that as we tackle the new challenges that face us in the future.
Climate change is one of the biggest challenges we face, but it’s also an opportunity for us to lead. The IPA’s Sustainability Toolkit and the new updated Media Carbon Calculator are helping us take meaningful steps toward a greener future.
And then there’s AI. Some people see it as a threat, but I see it as an opportunity.
The formula for success isn’t people or AI; it’s people plus AI. Together, they can elevate creativity and efficiency in ways we’re only beginning to explore.
As I approach my last few months before handing over the Presidency to the brilliant Karen Martin, I do want to thank everyone at the IPA for all your support. I cannot thank everyone but Paul, Leila, David, Sylvia, Kirsty, Tom and Tessa. Thank you to you and your teams. Brilliant people at every level.
Karen, I am quite envious of you as you prepare to start your term as IPA President,
I must say I feel incredibly optimistic about what lies ahead.
Yes, the challenges are real. But so is our resilience, creativity, and ability to turn adversity into opportunity.
Together, we can create an industry that’s stronger, more inclusive, and more sustainable than ever before.
So tonight, let’s celebrate.
Let’s celebrate the ideas, the people, and the partnerships that make this industry so extraordinary. And let’s look forward to 2025 with optimism, ambition, and let’s not forget to enjoy the ride.
Here’s to all of you—and to a transformative year ahead!