In its 2012 Agency Business Report, PRWeek takes an in-depth look at the public relations industry – and the potential for a billion-dollar firm. The annual report reviews the industry's most influential firms, examining global growth and activity, personnel moves, and business strategy. In its overview of Fleishman-Hillard, the publication notes the four main areas in which the agency plans to invest: paid media, analytics, social media and reputation. It also discusses the agency’s efforts to offer an ethics code of practice through the Council of PR Firms and its role in “an increasing procurement-driven trend for clients to consolidate their firms.”