Clay Cook

Clay Cook started one of the world's first digital agencies in 1996 out of necessity. He was 21, fresh out of university, the internet was barely a thing, and businesses needed help getting online and getting found. The business grew as the web did, and the demands of the bigger clients grew with it. In 2012 Clay and the team spun that premium division out under a new name for the Perth market, and Bonfire grew from there. He was named in Business News 40under40 twice, a decade apart, and twice reached the EY Entrepreneur of the Year finals.

Clay is now Executive Chairman. He has handed the running of Bonfire to Peter and the leadership team and backs them completely, keeping strategic direction, governance and capital stewardship for himself. Colleagues describe him as perceptive and credit him with seeing around corners. Private by his own account, he is more likely to be found on the water than in the office, currently afflicted with what he calls Foil Brain. His measure has not changed since 1996: Bonfire only matters if the client's business grows and their marketing manager looks good.