Lowe Lintas introduces 360 degrees feedback process

Namrata Singh in Mumbai

Finally, recognising the need to bring about changes in the performance appraisal systems, leading advertising agency Lowe Lintas & Partners has introduced a new 360 degrees feedback process within the agency for self development. The normal appraisal system within the agency, which is linked to rewards, continues as usual.

“As an organisation we have been far too dependent on the traditional appraisal system which gives uni-dimensional feedback which tends to encourage managing the perception of seniors/clients, rather than giving the individual manager well-rounded feedback including the perceptions of his colleagues and juniors. This is essential in people-intensive business like ours and especially if we are to enhance our leadership effectiveness,” says Lowe Lintas & Partners vice president (HRD & personnel), Sujaya Banerjee.

This has now been introduced in the top level management (vice president and upwards) of the agency which houses about 750 employees all over India. The senior management team comprises about 25-30 people. This level will be appraised by colleagues, subordinates and clients under the feedback process.

“In our business, developing key senior managers who constitute the top management and are seen as icons/role models are crucial if we are to be perceived as a preferred employer in a competitive market. Opportunity to learn and work with an accepted or competent leader is important from a view to retaining talent within the organisation,” justifies Ms Banerjee.

The results of this exercise will be gauged for about a year before the feedback can be trickled down to lower levels. While the feedback and training is mandatory, the application of this feedback for self development is voluntary.

There are three levels at Lintas: Level one comprises management trainees, brand service managers and senior brand service managers. At the second level—where the thrust on team leadership begins—the hierarchy consists of brand service directors (these are generally known as client service directors in other agencies) and senior brand service directors. From here the supervisory level starts. Then comes the stage of vice presidents, CEOs, executive directors, managing director etc.

Adds Ms Banerjee: “We have introduced this because there is a fundamental shift in how we think about management and leadership throughout the world. People’s careers within organisations are also being viewed differently and the focus is on competencies.

Organisations have been expending considerable energy on improving their cultures. Consequently, increasing the effectiveness of leadership becomes an important organisational priority.”

The competencies which reflect the behaviours which are to be assessed in the 360 degrees feedback process include: vision and strategic planning, leadership, results orientation, interpersonal, customer focus, integrity, communication, commitment to excellence, accountability, initiative and drive, and creativity.

The 360 degrees feedback process is considered to be one of the best practices available for leadership development. This process enables managers to seek feedback from colleagues they interact with regularly. The feedback received thus helps the manager to develop insights into their behaviour as perceived by others vis-a-vis his/her own self perception.

This tool is particularly effective in managers who take responsibility for their own self-development and are likely to use the feedback to bring about necessary changes in their leadership and styles of functioning. Only then will this system enhance both individual and organisational effectiveness.

The aim thus is to spark off introspection, to bring in humility to change the culture and make it sensitised to enhance inter-personal relations.

360 degrees feedback as a potential and performance appraisal system has been in vogue in corporate India for a few years now. But the important issues for corporate have been the effective implementation of this system. Importantly, that will be what Lowe Lintas will have to focus on.