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Procter & Gamble Co. needs to appoint added alfresco agenda aptitude because it’s falling abaft competitors, and it should about-face focus from its huge billion-dollar brands to faster-growing small- and mid-size ones, according to a long-awaited white cardboard appear backward today by activist broker Nelson Peltz.

Peltz is allusive for a P&G lath bench at the company’s anniversary affair Oct. 10, and the aggregation up to now has complained he’s offered no specifics about his affairs to advance the company. But in the 94-page white cardboard appear today by his barrier fund, Trian Partners, Peltz offers affluence of detail, forth with added elaborations on his criticisms of the Cincinnati-based packaged-goods behemothic for a decade of underperformance.

Peltz common that he doesn’t appetite to breach up P&G, blaze Chairman-CEO David Taylor or cut business and R&D expenditures. But Trian’s plan would accommodate P&G into three big all-around business units affiliated by a “lean captivation company,” bottomward from the accepted 10 units, and appears to advance added cuts in staffing than those already envisioned by the company’s accepted $10 billion cost-cutting program, the additional such accomplishment in bristles years.

Trian’s primary statistical affirmation of P&G falling abaft rivals in agenda business is a blueprint comparing Instagram followers for its brands vs. competitors. For example, Always alone has 12,000 Instagram followers against 37,000 for Kimberly-Clark Corp.’s Kotex and 100,000 for Thinx. P&G needs to appoint added alfresco aptitude to accession its d in digital, including e-commerce and cable services, area Gillette, for example, has been accident arena to Unilever’s Dollar Shave Club and Harry’s, according to Trian.

As affirmation of the “digital awareness” he could accompany to the board, Peltz credibility to actuality the administrator of Wendy’s, which amid added things denticulate a huge social- and traditional-media asset in April by arduous a Nevada boyhood gluttonous chargeless craven nuggets to get 18 actor retweets. He does abjure any claimed acclaim for this effort.

Peltz criticizes P&G for acid business spending all-embracing and in agenda aftermost quarter, which Arch Banking Administrator Jon Moeller attributed to affairs the bung on spending that didn’t accede with brand-safety and added audience-verification requirements.

Trian’s address said P&G should accept reinvested those cuts in “other forms of cast architecture to achieve absent bazaar share.” And it said the move appeared to adverse a charge Taylor fabricated in August 2016 to abide a “commitment to four abode of cast support.” The white cardboard additionally credibility to Clorox Co. Chairman-CEO (and P&G alum) Benno Dorer adage in August that his aggregation has connected to access agenda spending “because it works.”

Peltz’s white cardboard says P&G’s address added than 100 abate and mid-size brands in contempo years meant it “doubled-down on its ample and all-around brands aloof as the apple went smaller/more local.” P&G instead needs to acclimate its anatomy and ability to acquiesce it to “manage and advance high-growth small, mid-size & bounded brands that contentment the customer in means big brands cannot.” He assorted continuing allotment losses by P&G’s Pantene to allotment assets by OGX, a abate cast acquired by Johnson & Johnson aftermost year, and said P&G needs to get bigger at acquiring, amalgam and growing baby brands, which he said the automated anatomy he recommends would do.

In a statement, P&G said its lath and administration aggregation will “review Trian’s ‘white paper’ in added detail” but that “it charcoal bright Trian has an anachronous appearance of our company. The actuality is that P&G is a greatly altered aggregation than it was aloof a few years ago. We are abundant bigger positioned from all angles: Portfolio, amount and productivity, addition and with a added active and answerable alignment and culture. We are auspiciously active a acceptable action as apparent by our able budgetary year 2017 results.”

Peltz is gluttonous a lath bench at P&G’s Oct. 10 meeting. The two abandon are waging a absinthian proxy action in which they’re spending a accumulated $60 actor or added on marketing, abundant of it digital, $35 actor of that advancing from the P&G side.

As allotment of his effort, Peltz has assassin above P&G arch banking administrator Clayton Daley as an advisor. Daley retired in 2009, confined during the advanced end of the decade of underperformance Peltz has criticized, and helped advance acquisitions such as Clairol, Wella and Gillette Co. from 2001-2005 that P&G has back exited absolutely or partly through divestitures.

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