Walsall Regeneration Company has named Bucknall Austin as the lead consultants to work alongside it masterminding plans to create up to 4,500 jobs at Darlaston.

The announcement was made by WRC chairman Ben Reid to an invited audience of more than 60 opinion formers and potential investors from the international regeneration and development sectors at the MIPIM property show in Cannes.

Bucknall Austin, the national construction and property company which recently announced it had hired CBI director general Sir Digby Jones as an adviser from May, will project manage a team of implementation and remediation specialists to draw up a strategy for what is one of the most important industrial development sites along the M6 and close to the Black Country Route.

Mr Reid said: "The regeneration of these 54 acres within the Darlaston Strategic Development Area (DSDA) is a crucial building block of the emerging Walsall and wider Black Country.

"As well as creating much needed employment within a high quality environment emblematic of the new Black Country, the successful delivery of the DSDA vision will send a clear signal that Walsall and the region are moving in the right direction.

"Such a major project needs a high level of expertise and outstanding leadership qualities. We selected six of the leading players in the industry for interview and Bucknall Austin came out on top."

DSDA is one of eight "transformational" projects within WRC's Prospectus for Growth, which charts the regeneration of Walsall.

Bucknall Austin's appointment was made possible after WRC secured more than £140,000 from both the European Regional Development Fund and Advantage West Midlands, the regional development agency.

The complex nature and sheer scale of the site will require a broad range of specialists with differing skills - Bucknall Austin's job is to ensure that the project is focused on delivery.

"Although requiring substantial investment to bring the land back to productive use, we can expect Darlaston SDA to attract investment from major UK and international companies," said Mr Reid.

"The plans will need to be fully compliant with Govern-ment funding procedures and will be worked up in close consultation with our partners at AWM, English Partnerships and Walsall Council, with key landowners and with the community.

"The goal is to deliver a thoroughly prepared solution, fully integrated with Walsall Council's highways proposals for the area, that will bring this visionary regeneration scheme to life."

Site investigations are expected to begin as early as this spring.

Matt McCloskey, manager, major regeneration projects for Bucknall Austin, said: "We are delighted to be involved in generating eye-catching and invigorating proposals for this important strategic site.

"Falling either side of the M6 there is the opportunity to create something with great visual impact here, an exemplar of the great progress being made in regenerating Walsall."

Karen Yeomans, director of operations at AWM, said: "This is probably one of the most visible sites in the West Midlands, next to the busiest stretch of motorway in the country.

"This is not just an opportunity to bring new investment, businesses and jobs to Darlaston - it is also a clear signal that Advantage West Midlands is working with regeneration partners to transform the economic fortunes of the Black Country to create a world-class region in which to invest, work, learn, visit and live."

Peter Murray, English Partnerships area director for the West Midlands, said: "This major site at Darlaston is capable of creating considerable employment opportunities in the future and we are pleased to see the essential feasibility and technical work commencing."

Councillor Tom Ansell, leader of Walsall Council, said: "Darlaston Strategic Development Area will play a key role in unlocking Walsall's potential as the gateway to the Black Country."