CBS Outdoor has landed the sales role for London's massive new Westfield mall, according to UK reports, in a deal believed to be worth some £58m ($113m) across seven years.
Emphasising digital but also encompassing traditional formats, the deal marks a major move on the part of CBS Outdoor (formerly Viacom Outdoor) into the retail sector, and positions it as a direct challenger to mall-screen specialist Vision Media Group (formerly ScreenFX).
To date CBS Outdoor has been a transport specialist, most notably winning the £1.5bn ($2.9bn) contract for the London Underground in 2006, which covered both stations and trains and has seen the introduction of digital advertising screens to the Tube estate.
The £1.6bm ($3.1bn) Westfield shopping centre in the White City area (artist's impression pictured) will be London's biggest, with 2.7m people in its primary West London catchment area wielding an estimated annual retail spend of £5bn ($9.7bn) -- and 38 percent of them in the A and B social groups. That area includes affluent parts of the city such as Chiswick, Holland Park, Kensington and Notting Hill.
Some 30m visitors are expected each year, giving CBS Outdoor a valuable audience against which to sell the LCD panels and video walls that it plans in the mall's public areas.