Tom Fleming spoke to a Birmingham property professional with a difference.

In the world of property, Ross McCall has, quite literally, got a unique job. He is business development manager/corporate partnership manager at Cushman & Wakefield, and is based at the firm’s Birmingham office.

His job, which involves creating and boosting the secondary income at shopping centres and other large assets managed by Cushman & Wakefield, is unique because no other managing agent in the UK has created such a position.

“It’s been around in the UK for about ten years, but managing agents simply don’t do it, only property owners,” said the 31-year-old who has a business degree from his days at university in Birmingham.

“My job is about forming relationships with commercial partners to deliver experiences and services that are revenue generating.

“One of the most exciting activities that we undertake is where we create a show – for example, at a venue in Milton Keynes we put forward an idea of establishing an indoor rainforest.

“The proposal was topical, as it focused on environmental issues, and was also exciting and interactive for anyone who visited.

“Other projects include ‘pop-up’ Christmas parties, at venues ranging from disused hotels to platforms suspended from cranes, a VIP lounge in a shopping centre, and work to establish cottage industries in city centre locations.”

His work also takes him to Europe, where retail commercialisation is a new concept.

Among projects he has undertaken was the iPhone 4 launch at Arena Plaza, the largest shopping centre in Budapest.

This involved developing a six-hour show to entertain the huge queue waiting for the midnight launch of the iPhone.

The show included trapeze artists, BMX bike stunt riders, ‘extreme’ yo-yo experts, a roving rapper – and the winner of ‘Hungary’s Got Talent’. The event created client income retail sales and positive PR estimated at more than £200,000.

It’s not all about creating shows – Mr McCall’s work includes the rather more mundane, such as looking after vending contracts or various advertising sites. Even that, though, is rather more complex these days, as it involves not just billboard posters, but the use of new technology, such as touch screen and digital poster sites.

And then there is the growing use of wi-fi, mobile phone applications and bluetooth to attract shoppers – and of course websites, all of which come under Ross’s remit.

The results of all this can be extremely worthwhile – at Ross’ previous job, at Lend Lease Retail and Communities, he managed a team of nine who brought in £6 million of secondary income each year. At Cushman & Wakefield, he is hoping to produce similar results for major clients, including Hermes, Aviva, Development Securities, and Lanebridge/Rothschild.

Philip Taylor, head of the asset management team at Cushman & Wakefield in Birmingham, said: “The appointment of an expert in this field is unique, as never before have managing agents looked at releasing value through brand relationships, sponsorship, advertising and commercial marketing.”