AXA vs Procter & Gamble: Founders, CEOs and History

Company facts

Founders

CEOs and their tenures

Timeline: AXA and Procter & Gamble side by side

1. 1817AXA

   Founding of the Compagnie d'Assurances Mutuelles contre l'Incendie

   Jacques-Théodore le Carpentier and 17 other property owners in Rouen set up a mutual fire insurance company, the earliest predecessor of AXA. It stayed a Normandy mutual, later called Ancienne Mutuelle, for more than a century.

2. 1837Procter & Gamble

   Company Founded in Cincinnati

   William Procter and James Gamble sign a partnership agreement on October 31, 1837, establishing Procter & Gamble in Cincinnati, Ohio, with combined capital of approximately 7,192 dollars.

3. 1862Procter & Gamble

   Civil War Army Contracts Fuel Expansion

   P&G wins contracts to supply the Union Army with soap and candles, generating significant revenue that enables manufacturing expansion and introduces millions of American soldiers to P&G products for the first time.

4. 1882Procter & Gamble

   Ivory Soap Launches Nationally

   Harley Procter and James Norris Gamble introduce Ivory soap, promoted as 99 and 44/100 percent pure and notable for its floating characteristic.

5. 1890Procter & Gamble

   Company Incorporates and Expands Nationally

   Procter & Gamble incorporates in Ohio with capital of 4.5 million dollars and begins building manufacturing capacity outside Cincinnati, establishing the operational infrastructure for national distribution that the Ivory soap advertising campaign had created…

6. 1911Procter & Gamble

   Crisco Shortening Introduced

   P&G launches Crisco vegetable shortening, the first hydrogenated vegetable oil product marketed to American consumers as an alternative to lard and butter.

7. 1931Procter & Gamble

   Brand Management System Invented

   P&G executive Neil McElroy writes a famous internal memo proposing that each brand have its own dedicated management team responsible for competing against all rivals including other P&G brands.

8. 1946Procter & Gamble

   Tide Detergent Launches

   P&G introduces Tide synthetic detergent, which rapidly becomes the best-selling laundry product in the United States and establishes the template for all future P&G brand development: superior product performance, heavy consumer advertising, and sustained mark…

9. 1961Procter & Gamble

   Pampers Diapers Introduced

   P&G introduces Pampers disposable diapers, transforming the infant care category and creating what will become one of the company's most globally significant brands.

10. 1975AXA

    Claude Bébéar becomes chief executive

    Bébéar, recruited in 1958 by André Sahut d'Izarn, took over the Anciennes Mutuelles group in 1975 after Sahut d'Izarn's death and the settlement of a strike that had paralysed the company in April 1974.

11. 1982AXA

    Takeover of the Drouot Group

    Bébéar took control of the Drouot Group, then the leading private French insurance group, and became its chairman alongside his role at Mutuelles Unies.

12. 1985AXA

    Creation of the AXA name

    The group adopted the invented name AXA, short and pronounceable in any language, and Bébéar moved from running the insurance companies to chairing the group.

13. 1986AXA

    Acquisition of the Présence Group

    AXA bought the Présence Group in April 1986, continuing the consolidation of French insurers.

14. 1988AXA

    Merger with Compagnie du Midi

    The merger with Compagnie du Midi made AXA the second-largest French insurance group behind UAP and brought Equity and Law, then the sixth-largest life insurer in the United Kingdom. Bébéar was elected Manager of the Year the same year.

15. 1991AXA

    Control of The Equitable in the United States

    After a failed attempt to buy Farmers, AXA agreed in July 1991 to demutualise and take control of The Equitable, then the fifth-largest life insurer in the United States, which also brought Alliance Capital Management.

16. 1996AXA

    Acquisition of UAP

    AXA bought UAP, a French insurer twice its size, doubling its French business and reaching critical mass in the United Kingdom, Belgium and Germany. The merger took effect in 1997.

17. 1999AXA

    Guardian Royal Exchange and Nippon Dantai

    Guardian Royal Exchange joined AXA in early 1999, adding scale in United Kingdom property, casualty and health insurance, and AXA took control of Nippon Dantai, then the thirteenth-largest life insurer in Japan.

18. 2005Procter & Gamble

    Gillette Acquired for 57 Billion Dollars

    P&G completes the acquisition of Gillette Company for approximately 57 billion dollars in an all-stock transaction, adding Gillette razors, Braun appliances, Oral-B dental products, and Duracell batteries to the P&G portfolio.

19. 2006AXA

    Acquisition of Winterthur

    AXA agreed to buy Winterthur from Credit Suisse for ~$14.8 billion (CHF 12.3 billion), about $8.93 billion (EUR 7.9 billion) in cash, strengthening its position in Switzerland, Germany and central and eastern Europe.

20. 2011AXA

    Sale of AXA Canada

    AXA sold its Canadian operations to Intact Financial Corp. for ~$1.87 billion (C$2.6 billion) as part of a portfolio review.

21. 2014Procter & Gamble

    Portfolio Transformation Announced

    CEO A.G. Lafley announces P&G's plan to divest more than 100 brands and focus the company on approximately 80 core brands in ten product categories.

22. 2018AXA

    Acquisition of XL Group

    AXA bought XL Group for $15.3 billion in cash, shifting the group toward commercial property and casualty lines and creating the AXA XL platform.

23. 2019Procter & Gamble

    Portfolio Simplification Completed

    P&G completes the brand portfolio simplification, having divested more than 100 brands and consolidated around approximately 65 core brands.

24. 2024AXA

    Launch of the Unlock the Future plan

    With its 2023 results in February 2024 AXA presented a 2024 to 2026 plan targeting underlying earnings per share growth of 6% to 8% a year, an underlying return on equity of 14% to 16% and a new capital management policy.

25. 2024Procter & Gamble

    Fiscal Year 2024 Net Sales Reach Approximately 84 Billion Dollars

    P&G reports fiscal year 2024 net sales of $84.0 billion and net earnings attributable to P&G of about $14.9 billion, and raises its quarterly dividend 7% to $1.0065 per share, its 68th consecutive annual increase.

26. 2025AXA

    Sale of AXA Investment Managers to BNP Paribas

    AXA completed the sale of AXA Investment Managers to BNP Paribas Cardif on July 1, 2025 for ~$5.76 billion (EUR 5.1 billion) in cash, a total transaction value of ~$6.1 billion (EUR 5.4 billion), and signed a long-term agreement for BNP Paribas to manage a lar…

27. 2025AXA

    Death of founder Claude Bébéar

    AXA announced on November 4, 2025 that Claude Bébéar, its founder and Honorary Chairman, had died at the age of 90. He ran the group from 1975 to 2000 and created the AXA name in 1985.

Acquisitions

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