'We've had strong growth in the marketplace over that period, particularly in areas like corporate, consumer, the energy and industrial sector and the media, so it's been about building out from there,' he says.
The energy and industrials practice came under particular focus, with a specialist arm established at the beginning of the year under the leadership of Rishi Bhattacharya across EMEA.
Work around thought leadership, an area highlighted by Williams as of particular importance, was also developed. Alongside the Trust Barometer, this included the newly launched Data Security Report and new insight work into brands, another area in which Edelman sought to extend its reach.
Staff moves included the appointment of Duncan Gallagher, who joined to lead its crisis practice from Hill+Knowlton Strategies, and the surprise departure of EMEA CEO and president Robert Phillips in November.
Its strong client list was bolstered by wins across a range of sectors, with The World Gold Council, GlaxoSmithKline Oral Care and Symantec among the highlights. Edelman claims its new business win rate grew from 72 to 76 per cent, something Williams attributes to the agency approaching pitches 'in a more creative way'.
'I'd rather kill myself than watch a big PowerPoint presentation,' he says, 'so we've sought to be more creative in how we engage with clients.'
2012 at a glance
Three best campaigns: Pro-bono work with Malala Yousafzai, the Afghan girl who survived being shot in the head by the Taliban; taking over Liechtenstein for the launch of Halo 4 on the Xbox; obtaining planning consent for the £8bn transformation of Earls Court with developer CapCo
Significant hires: Duncan Gallagher from Hill+Knowlton Strategies and Nick Howard from Deloitte
Predicted fee income for 2013: Growth similar to last year, so an increase of around 13 per cent is expected
Plans for the year ahead: Upping creativity, focusing on the sports and entertainment sectors, building a senior corporate advisory team and developing the planning and insight offer