It is believed that Titan, which has held the contract for the past five years, retained the contract after a pitch involving CBS Outdoor. CBS Outdoor was unavailable for comment.
The contract includes 130 six-sheets at the Bullring, some of which will be digitally enabled in 2009.
The Birmingham Bullring shopping centre has an annual footfall of 40 million, with 762,000 consumers visiting every week. Other advertising in the centre includes Primesight's Mall2 panels and Limited Space's lift door advertising, Ad-Lift.
Last month, Titan Outdoor secured two contracts worth a combined £9m to handle outdoor advertising in Bristol's Cabot Circus and thecentre:mk in Milton Keynes.
Titan now controls advertising at 90 shopping malls, including Bluewater in north Kent, the MetroCentre in Gateshead and the Trafford Centre in Manchester.
The digital sites at the Bullring are part of Titan's digital expansion, which includes the installation of 106 digital six-sheet screens across London railway stations, including Charing Cross, Victoria and Waterloo.