Global skincare behemoth Beiersdorf has confirmed that incumbent OMD will be reappointed to handle its Middle Eastern media investments, valued at $58m.

Nivea producer Beiersdorf selected OMD, part of Omnicom Media Group MENA, to lead, design and execute its digital strategy, including creative development and execution on top of the communication, digital and social services it already provides.

“Beiersdorf is committed to regularly review and benchmark its processes to ensure highest levels of operational excellence and efficiency,” said Beiersdorf MENA marketing director Bhavna Mishra.

“After a careful review process we have decided to extend and renew our partnership with OMD for the MENA business. OMD’s expertise and partnership continues to help us touch the lives of our consumers in MENA while delivering outstanding value. We are thankful to our global network media partners OMD and MEC for their commitment and perseverance in the review process these past few months.”

This news comes at a strong time for Omnicom Media Group, which just won the bulk of P&G’s North America business from incumbent Publicis’ Starcom Mediavest Group.

Omnicom Media Group MENA chief executive officer Elie Khouri said that Beiersdorf pushes the agency to perform at its highest level whilst listening to recommendations.

“Together, we’ve moved the needle on consumer research, digital innovation and results-based planning. The outcome of this review is a validation of our team’s focus on all-round excellence and we certainly look forward to collectively aiming even higher in the coming years,” said Khouri.