Chillin'

You may think you know what ice cream tastes like, but at the Topsun advertising agency, it has another layer of flavor that isn't necessarily so sweet for some.

For the past 15 years, every Monday morning at 8:30 sharp, a staff meeting is convened. Latecomers, though, have to treat the rest of the group to ice cream. At 6 yuan a cup or cone times approximately 50 employees means a tardy staffer may be out 300 yuan before the meeting begins. As his or her colleagues express their appreciation for the cool and delicious Monday morning treat, the late arrival is licking a slightly bitter treat.

The "Ice Cream Model" set up by Zhu Qingchen, chairman of Topsun Communications Group, was developed to cheerfully curb the problem of latecomers while maintaining a team-building atmosphere.

"I don't want to be put in a confrontational position with my employees," Zhu says. "When somebody is punished in this way, I am on the same team. In addition, I must be serious about company management while protecting the dignity of our employees."

The advertising world advocates creativity and personal expression, but knowing the limits is also important, Zhu says.

"Just like ice cream, you need to prevent it at a suitable temperature to keep it from melting," says the chairman.

Zhu's "Ice Cream Model" management style has gained him admirers and recognition to the point that it has been included in a book about Classic China MBA management techniques and used as teaching material in MBA classes throughout the country.

Topsun was evaluated as "Superior Employer - a company most suitable for the employee" and ranked among top 10 superior employers by Fortune Magazine (Chinese edition) in 2003 and 2005. It is the only advertising company honored as one of 10 China's top 10 employers.

More than 70 companies in 18 industries were evaluated in five categories: working environment; internal communications; job satisfaction; leadership; and management efficiency.

In the 2005 survey, in Topsun, 80 percent of the staff said they were proud to work for the company, 77 percent said they wanted to continue working there for a long time and 82 percent said Topsun has a "long and prosperous" future.

Managing a company is not only regulating employees, but utilizing their ability to give ultimate value to the company, says Zhu. "If a company can do this, that means it has an 80 percent of success."

Managers should be good models for their employees as well as their friends, he says. He adds that a good leader should not be top-down but should communicate with employees by rewarding them and making them feel proud of what they have accomplished for the company.

According to Fortune Magazine (Chinese edition), Zhu's management style has made Topsun a united and top-performing company. In addition to management, Zhu is dedicated to creating a creative and friendly commercial environment that attracts and inspires talents, appeals to clients, and creates a unique corporate culture.

Zhu, who favors a creative, comfortable and informal office environment for his employees, likens the advertising business to theater because it involves three crucial elements: actors, the stage and the audience. The ad business has its employees (actors) working environment (stage or theater building) and "audience" or clients and public.

Working for better lives is Zhu's philosophy and he feels that a pleasant working environment lets employees gain more pleasure from their work and in turn better serve Topsun's clients.

"They feel better, they work more happily and more efficiently, and I am happier," Zhu says.

(China Daily 06/23/2008 page12)