Given the pace of change within the business, there are few people who can lay claim to having worked on more than 5,000 commercials, but even fewer whose contribution has been so seminal.
Beginning his career in 1978 as a photographer's assistant, he began model-making in a spare room at home before joining Clearwater Films in 1980, working on stop-frame animation and special effects on campaigns for Lemsip and Prize Guy Yoghurt.
After three years, he started Asylum Models and Effects in Wandsworth and took on its first job for Hamlet Cigars, in which it built a scale model of Salisbury Cathedral out of matches which collapsed on command (even though it then took two hours to rebuild between its six takes).
Since then, the whole of this generation of commercials directors have been inspired by the wow factor in Bob's work.
The greatest part of his success, though, is less to do with his prodigious output and more that he is one of the most charming, likeable characters you'd wish to find; traits he has instilled in his company.
That doyen of ads and photography Lester Bookbinder is a man of few words but just enough to sum up Bob: "Artist, Scientist, Gentleman."