LyrArc Article Gist
A.G. Lafley returns to P&G to take over from Robert McDonald as CEO. Lafley retired from the CEO position 4 years ago. He worked his way up in the detergent division starting as brand assistant for Joy dishwashing liquid in 1977. McDonald's role as CEO was marked by weak growth in the U.S. for P&G's premium priced brands during the period following the financial crisis of 2008-2009, when consumers were becoming frugal. McDonald increased emphasis on emerging markets but this could not make up for weak growth in P&G's largest market in N. America. Lafley had built up the premium brands during his period as CEO, and not focussed enough on reducing costs of manufacturing and overhead as much as competitors. This turned into a problem for P&G when consumers became more frugal and price conscious. In 2000 Lafley was brought back the first time after the abrupt departure of CEO Durk Jager following a large earnings shortfall and decline in share price. This time private investor Ackman had pushed for McDonald's replacement.