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The new contract, which is for five years, adds Merry Hill in the West Midlands to Titan's existing portfolio of five Westfield malls.

Merry Hill is the sixth most attractive mall in the UK to advertisers, according to the TW Research Associates ranking, which measures letting area, retail mix, footfall, dwell time and spend per head.

It contains 240 shops and parking for 8,000 cars. Titan is the first contractor to install advertising at the mall and will operate 100 internal six-sheets.

Titan, the new name for Maiden Outdoor following its acquisition by US group Titan Worldwide earlier this year, now manages advertising at 199 malls, eight of them among the top 10 in the UK.

The company is currently negotiating with another retail developer, Land Securities, with whom it already holds a contract.