After 10 years as a WSM Principal, Bob Morais became Principal Emeritus in 2017. He is currently an Adjunct Professor at Columbia Business School and is available to clients for special projects. Before joining WSM, Bob spent 25 years in advertising, rising to Chief Strategic Officer. His publications include: Advertising and Anthropology (co-author), Refocusing Focus Groups (author), Ethics in the Anthropology of Business (co-editor), The Language of Branding (co-author), and Social Relations in a Philippine Town (author). Bob has spoken at numerous universities and conferences, and been interviewed by The New York Times, CBS Radio, Adweek, Brandweek, and the American Marketing Association.