Bold claim: Purpose at work isn’t a vibe—it’s a performance driver, especially when people own it and feel proud. Darren Yuen, IPG Mediabrands’ forward-thinking CEO, argues that true purpose pops when individuals embrace responsibility and see meaning in their daily tasks. His framework, LOVE—Learning, Ownership, Visibility, and Experience—puts that idea into action. When pursued with intention, LOVE not only sparks growth but also channels passion, turning routine work into something meaningful.
Being named the gold winner for 'Most People-Focused CEO' at the HR Excellence Award 2025, Malaysia, wasn’t just a trophy moment for Yuen. It symbolized a year shaped by deliberate effort, compassion, and a shared commitment to nurturing IPG Mediabrands’ people. For him, the honor reflects collective momentum, not personal glory, and reinforces the path they’ve chosen: a workplace where people grow, belong, and thrive together.
That collaborative energy shows up in multiple accolades won by Yuen and his team:
- Gold for Excellence in Business Transformation
- Gold for Excellence in Hybrid Working
- Gold for Excellence in Recovery & Rebound Strategy
- Gold for Excellence in Agile Talent Mobility
- Silver for Excellence in Work-Life Harmony
In an interview with HR Online (HRO), Yuen explains what people-first leadership means in practice and what it has achieved for IPG Mediabrands.
What does being named the People-Focused CEO of the Year signify to you?
It’s a deeply rewarding honor that carries real meaning. Nurturing our people has been central this year. It started as my vision and was carried forward by many colleagues who embraced it with heart. This recognition validates that dedication and renews our energy, confirming we’re on the right track. The award represents a collective commitment to our people, and I’m extremely proud of what we’ve accomplished together.
You’ve talked about leading with a people-first mindset. What single initiative do you feel contributed most to this award?
The mystery getaway series. With almost 450 people, expecting everyone to form deep bonds organically isn’t feasible amid busy schedules. The team-building getaways let people see beyond job titles. We discovered we’re not just media planners or creative directors—we’re real people with interests, humor, and stories to share. We laughed, played, and even rode a bus together. That camaraderie transformed daily interactions. Now we collaborate with people we truly know, not just colleagues we sit across from. Our growth isn’t just about harder work; it’s about working as a unified team. In this industry and in life, success is never a solo act. Strength grows when everyone is lifted up. That’s the essence of people-first leadership.
You spearheaded the LOVE philosophy—Learning, Ownership, Visibility, and Experience. How has this reshaped employee engagement across the network?
The focus has been to instill a strong sense of purpose. Everyone needs to feel they belong and matter, and each person plays a crucial role. Purpose only resonates when people take responsibility and feel proud of their work. LOVE brings that to life: when used intentionally, it drives growth and fuels the burning passion that makes everyday work meaningful. Belonging becomes the catalyst for momentum and genuine commitment to keep moving forward with pride.
You emphasize asking, “How can we help?” How has this simple question affected client relationships and internal culture?
That question has been a game changer. It signals initiative beyond sales pitches or packaged solutions. By taking ownership of clients’ challenges, it builds trust and long-lasting partnerships. Internally, asking, “How can we help?” cultivates genuine collaboration and a readiness to support one another. Even approaching senior leaders for help becomes easier when the question comes from a place of service. The result is a culture where everyone looks out for one another, creating powerful ripple effects across the organization.
What guidance would you offer leaders aiming to build a people-powered organization that balances culture with commercial success?
Acknowledge that not all answers are known. True people-centered leadership starts with listening and learning before directing. This helps reveal what motivates teams, what they care about, and what they aspire to become. Then focus on motivating teams toward small wins that align with long-term goals. Those incremental successes build sustainable habits. And like any meaningful endeavor, practice matters: the more the leadership team practices these principles, the more their impact compounds.
For more conversations about why organizations win HR awards, explore our Winning Secrets section at Human Resources Online.
Photo credit: Provided
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Would you like this rewritten version to lean more formal or more casual, or would you prefer additional industry examples to illustrate LOVE in action?
