However, he admits the industry has matured and there is a greater demand for social activity among clients, which is creating growth for the agency and in the industry as a whole.
At the start of the year, the agency opened its first US office in New York. It was the final piece of the puzzle, says Grant: 'It rounded out our global offering.' He adds that 'offices came before the clients, but (the) investment paid off'.
For the rest of 2012, the agency focused on building its infrastructure to support this global business growth, making sure the right foundations and support were in place to make the most of global opportunities.
This is demonstrated by one of its most significant hires of 2012 - global chief operating officer Stephen Rust.
In London alone, team numbers hit triple digits from a base of just two in 2008. The agency also now has a 25-strong global research and insight team. 'Social listening underpins everything we do,' says Grant.
Big client wins of the year included Jaguar, for which it runs social media in the UK and globally, and Danone's Evian, Volvic and Badiot water brands. Grant cites its work for Adidas Football on Tumblr as the kind of creative brief that the agency has thrived on, and will continue to relish working on during 2013.
2012 at a glance
Three best campaigns: Launching Adidas Football on Tumblr, which became the largest sports brand on the platform within three weeks; launching PG Tips on Facebook, now cited as the UK's most-engaged-with brand on the social network; working with Bulmers to prove that its Facebook fans are worth 38 per cent more than regular cider drinkers
Significant hires: Stephen Rust as global chief operating officer; Tom Ollerton as marketing director; Graham Jenks and James Nester as creative directors; Jerome Courtial as head of strategy; Charlie Cottrell as editorial director
Predicted fee income for 2013: £11m
Plans for the year ahead: Doing the best creative work, building a strong creative team and looking for growth in new markets