Former AIMIA boss launches digital consultancy with industry body partnership

OrchestrateFormer boss of the Australian Interactive Media Industry Association (AIMIA) John Butterworth has launched digital consulting business Orchestrate and signed a partnership with the industry body.

Butterworth left AIMIA in September after nearly a decade at the helm to explore commercial opportunities and has founded Orchestrate with AIMIA board member and former KPMG digital economy partner Malcolm Alder.

Orchestrate will provide digital strategy and related services including digital health checks, strategy development and operational plans and through a strategic partnership with AIMIA will offer clients access to a network of digital agencies and other providers.



Butterworth said: “AIMIA members are the best digital service providers in Australia. Through our strategic relationship with AIMIA, we can draw on them to work with enterprise clients for their mutual benefit.”

In launching the AIMIA-Orchestrate Program, AIMIA CEO David Holmes said: “The depth of the digital skills, expertise, resources and products offered by AIMIA member companies combined with Orchestrate’s extensive experience and networks, means we bring together different players and parts of the digital economy far more efficiently than in the past.”

Alder said the point of difference for Orchestrate is a combination of visibility and understanding across the “full breadth and depth of digital activity” in Australia combined with “an ability to bring digital capabilities together effectively to help build the digital enterprise.”

He said: “Far too often, digital strategy and execution are not directly aligned. The top and bottom, or different functional areas, are often disconnected. We think our approach can help to improve this greatly. We’ve done a lot of market sounding and are confident there are many win-win situations we can bring about for the largest companies and government departments to highly specialised digital agencies.”


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