Darren drives reinvention with LOVE

Darren Yuen’s assent to network CEO of IPG Mediabrands was a natural trajectory of an already remarkable journey. No stranger to the group, Darren’s previous 8 years saw him leading BPN, then Reprise and most recently as CEO of Initiative.

In his first 100 days, he sits down with MARKETING to outline how he has been navigating paths forward for the network. With a people-first mindset, he is set to transform the network from the inside and out – redefining what it means to be an influential, revered agency in today’s fast-evolving digital landscape.

Growth mindset

His vision is clear—build an agency that doesn’t just react to change but drives it. This means reimagining not just how the company works with clients but also how it fosters innovative thinking internally through a mindset shift – A Growth Mindset.

“We need to come from a place of ownership and trust to build this influence, and it can start with a simple question: ‘How can we help?’. I borrowed this from the popular series New Amsterdam, and these 4 words sat strongly and formed the building blocks for us to make magic. It’s what underpins us being ‘Better Together’, so that we keep winning together through very trying times.”

Finding meaning with a new mindset – 3Ps

While financial performance remains vital, it’s no longer the only measure. This isn’t just about driving business but about building relevance and culture. It’s a complete mindset shift, built around the 3 Ps – People, Product and Process.

Better Together

“I like to call this coming from a place of LOVE – Learning, Ownership, Visibility & Experience.

We all know the importance of Learning and super-skilling to stay ahead of the digital revolution. Be it AI-driven media buying, data storytelling, or new digital or creative technologies, every employee across every level needs to be on board.

With this, comes Ownership and accountability – taking responsibility for change, and empowering our people to make decisions that drive impact for clients.

“Visibility is next – as we break down the walls to give recognition where it is due. Transparency and a democratisation of ideas is central to our new way of working, and this helps to instill a strong sense of purpose for all our team.

Finally Experience brings us full circle, as we ensure an impeccable service level experience and cross-collaboration effort. This is our concept of LOVE, and it translates to love for our clients.”

With Darren looking at ways to ensure internal processes become faster, smarter, and more adaptable, teams are being trained to pivot quickly, leverage data-driven insights, and anticipate changes before they happen.

Secondly, this philosophy is empowered through the network’s revival of Culture Ambassadors. These grassroots-style team of ambassadors are on a mission to instill a strong sense of belonging to everyone in IPG Mediabrands to be at their best – for themselves and for clients. Through empowerment and a flurry of activities like a MasterChef competition, Bowling Tournament and Self-defense workshops, to celebrations of wins acknowledged by the booming of gongs on each floor, Darren is paving the way for a people-first transformation pathway.

Report Card

In just 100 days, the impact of Darren’s leadership is already evident as he deepens the scope of influence through business leadership, experience sharing and team play. Learning initiatives are being rolled out across the network. Client relationships are evolving into long-term partnerships. Employees are taking greater ownership of their roles, and a renewed sense of purpose is palpable from this transformation. To an agency that demonstrates belonging.

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