The agency has created a viral advertising campaign directing people towards his , where potential employers are informed that Lawrence was European creative director at IBM and has also been a BBC Radio and Channel 4 television producer and an "award-winning web marketing and advertising chap".
The humorous spot shows Lawrence in his new job -- cleaning public toilets. In squalid surroundings, he outlines his optimistic plan for improving the toilets while his sceptical co-workers look on, as do the various lowlifes who use the facilities.
The end of the spot shows one of the toilet doors graffitied with the words "Give Bob a better job", followed by the website address.
It is being distributed virally, with the site giving contact details for Bob along with the chance to buy Bob-related merchandise such as T-shirts and mugs.
Lawrence said that despite advertising being a creative business, there's no creativity in obtaining a job working in the industry.
"The same old headhunters sell the same employers the same potential employees in the same old ways. It's hard for the employees to really tell the difference between candidates and it's hard for candidates to really make an impression on employees -- nobody really wins," he said.
Phil Teer, joint managing director and planning director of St Luke's, said that personal branding was a growing phenomenon and claimed that millions of books were being sold on the topic.
"So when Rob came to us, we thought why shouldn't it work in selling yourself to potential employers as well? If you can find a husband or a wife through branding, you can find a job too," he said.
Although with the campaign costing 拢200,000, viral marketing might not take the place of recruitment advertising just yet. The ad was written and art directed by creative directors Alan Young and Julian Vizard, and directed by Roderick Fenske and Tom Petch through Home Productions.
The ad can be viewed here.
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