Bill founded Longwoods in 1978, and has built the firm into a leading travel research consultancy that conducts strategic studies globally for corporate and government clients at the national, state, city, and regional levels.

After receiving his Ph.D. from the University of Michigan, he taught psychology and research methods at Western University, and was Distinguished Visiting Lecturer at the University of Western Australia. Bill switched from academia to business when he was hired to design and implement a groundbreaking study of advertising ROI for the CEOs of the telecom companies across Canada.

He continues to specialize in marketing accountability at Longwoods, where he developed the firm’s award-winning methodology for measuring bottom-line campaign return on investment. In addition, he has helped develop and refine many successful branding campaigns, such as Canada: The World Next Door; Hawaii: The Islands of Aloha; Colorado: Mountains and Much More; Corning NY: Finger Lakes Wine Country; Washington DC: Power Trip; and Michigan: Pure Michigan.

Bill’s work has been cited in broadcast and print media around the world, including The New York Times, USA Today, Newsweek, and The Times of London. He has been invited to speak at many industry functions, such as governor’s conferences, The Brookings Institution, the Advertising Research Foundation, the American Marketing Association, the Bureau of Broadcast Measurement, the U.S. Economic Development Administration, the Marketing Outlook Forum, and the Public Relations Society of America. He has served on boards for Georgia Tech, Ryerson University, Waterloo University, and the Travel & Tourism Research Association (International).