Bold claim: People-first leadership isn’t optional—it's the engine that turns work into purpose. Darren Yuen, CEO of IPG Mediabrands, insists that true purpose awakens only when individuals own their work and feel proud of their contributions. His framework, known as LOVE—Learning, Ownership, Visibility, and Experience—casts a clear path from intention to impact, transforming everyday tasks into meaningful progress. When lived with purpose, LOVE accelerates growth and fuels authentic passion across the organization.
Receiving the Gold award for Most People-Focused CEO at the HR Excellence Awards 2025 in Malaysia wasn’t about the trophy for Darren. It symbolized a year defined by intentionality, compassion, and a shared duty to nurture the company’s people. He views this recognition as a testament to collective effort: a signal that the organization is heading in the right direction and that the team is committed to creating a workplace where employees can grow, belong, and thrive together.
That collective spirit has driven further wins for the team, including:
- 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 HIVHR, Yuen unpacked what it means to lead with a people-first lens and why the award matters.
Q: Congratulations on being named the People-Focused CEO of the Year. What does this recognition mean to you?
A: It’s a profoundly meaningful and satisfying moment. Nurturing our people has been a central focus this year, a vision supported by many colleagues who carried it with genuine heart. The award validates that dedication and has infused us with renewed energy, confirming we’re on the right path. It reflects the collective commitment to our people, and I’m incredibly proud of what we’ve achieved together.
Q: You advocate a people-first approach. Can you share one key initiative at IPG Mediabrands that you believe most contributed to this award?
A: Our mystery getaway series. With nearly 450 people, expecting organic relationship-building to occur naturally was unrealistic amid busy schedules. The team-building trips let people see one another beyond job titles. We discovered colleagues as real people with shared interests, humor, and stories. We laughed, played, and even rode a bus together. Those experiences built genuine camaraderie, which improved daily interactions. Today, we work with people we truly know, not just colleagues we sit across from. Our success isn’t a solo act; strength grows when everyone lifts each other up.
Q: You introduced the LOVE framework. How has this philosophy reshaped employee engagement across the network?
A: The priority has been cultivating a strong sense of purpose. Everyone should feel they truly belong and have a meaningful role. Purpose only takes root when people take responsibility and feel pride in their work. LOVE—Learning, Ownership, Visibility, Experience—makes that sense of purpose tangible. When pursued with intention, it spurs growth and channels passion, turning work into an experience worth waking up for. Belonging becomes the fuel for momentum and genuine commitment to keep moving forward with pride.
Q: You emphasize asking “How can we help?”. How has this simple question affected client relationships and internal culture?
A: That question has been a game changer. It signals initiative and shifts the focus from selling campaigns to owning clients’ challenges, building trust and lasting partnerships. Internally, asking, “How can we help?” fosters real collaboration and mutual support. It can be daunting to approach a senior leader for help, but when the question comes from leadership, it opens doors. The result is a widespread culture of care where people look out for one another, producing powerful ripple effects across the organization.
Q: What advice would you give leaders aiming to build a people-powered organization that balances culture with commercial success?
A: Accept that not knowing everything is natural. True people-centered leadership starts with listening and learning before directing. This helps reveal what drives teams, what they care about, and what they aspire to become. Then it’s about guiding teams toward small, achievable wins that accumulate toward long-term goals. Like many meaningful pursuits, it requires practice—the more practice, the better the outcomes.
For more insights into why organizations win HR honors, explore the Winning Secrets section on Human Resources Online.
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