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Media agency CBS Outdoor has been awarded a £100m outdoor advertising agreement with retail company Westfield, which will see CBS Outdoor deliver all outdoor signage sites at the recently completed Stratford City shopping complex. It is set to open adjacent to the 2012 Olympics Park location in September, and to play an unofficial role in the Games next year.

The ten-year contract, which was announced after a tender process, will include the provision of around 100 digital LCD screens and four large-format digital screens at the Westfield Stratford City site. CBS Outdoor has highlighted the predominance of electronic signage rather than print media in the project.

Westfield claims the new Stratford centre, comprising 1.9m sq ft (177,000sq m) of retail and leisure space, will be 'the largest urban shopping centre in Europe', through which 70 percent of those attending the Olympics will pass.

CBS Outdoor already counts the Westfield London shopping centre among its media portfolio, where it installed 110 bespoke, 57" (1.4m) LCD screens, housed within 'pods', prior to the mall's opening in 2008.