Bill is a brown-haired frog and the unofficial leader of the trio of Mad Ave Advertising executives who work on the Ocean Breeze Soap account in The Muppets Take Manhattan. Bill and his colleagues, Gil and Jill, recruit the amnesiac Kermit to work with them after he comes up with the brilliant slogan, "Ocean Breeze Soap will get you clean." They also have a habit of using words that rhyme with their names.
Unlike most Muppet frogs, Bill has ears.
Bill has since made several background appearances in Muppet productions. In a series of National Wildlife Federation PSAs, Bill and his two partners run another ad agency, aptly named "Frog Frog & Frog Advertising." Later, he, Gil, and Jill played bosses in the Muppet RaceMania video game.