But the FMCG giant's decision should come as little surprise - more clients are beginning to realise that they need to come up with a global strategy for managing their online communications.
It is this trend that is driving consolidation in the agency market.
Wheel, Framfab and LB Icon's new management team (page 3) has specifically targeted international accounts as a key growth opportunity for the merged business.
Global clients will have to consider whether they need local expertise in multiple markets. With a handful of exceptions (Tribal DDB, OgilvyOne and Modem Media among them), there are few digital specialists that can offer global reach. Advertisers may need to consider the Bartle Bogle Hegarty-style micro network model, using one agency to develop a global strategy and local specialists to provide implementation.