Back

Smith Brothers Media accelerates growth with acquisition of BSO Digital

Smith Brothers Media

Key Facts:

• Smith Brothers Media has acquired BSO Digital, strengthening it as a $10 million-plus marketing, creative and technology business in Australia
• The acquisition brings over 300 active client relationships to Smith Brothers Media from BSO Digital, founded 20 years ago by Jason and Janelle Hulme
• BSO Digital's existing team will integrate into Smith Brothers Media, while the Hulmes will focus on product and development within the broader leadership structure
• Service continuity is prioritised for existing clients, with current relationships and delivery teams remaining unchanged but supported by enhanced capabilities
• The acquisition forms part of Smith Brothers Media's broader growth strategy, with further acquisitions being actively explored

Melbourne, Australia – 2 March 2026

Smith Brothers Media has announced the acquisition of Melbourne-based marketing, creative and technology business BSO Digital, marking a significant step in its long-term growth strategy.

Smith Brothers Media completed the acquisition on 2 March 2026, securing 100% ownership of BSO Digital. While financial terms remain undisclosed, the deal strengthens Smith Brothers Media’s position as a $10 million-plus marketing, creative and technology business with a growing national footprint.

Founded 20 years ago in Melbourne by Jason and Janelle Hulme, BSO Digital has built a strong reputation delivering digital solutions to a broad portfolio of clients across Australia. The acquisition brings more than 300 active client relationships into the Smith Brothers Media group, significantly expanding its reach and impact.

Jason and Janelle will remain with the business, shifting their focus back into product and development, areas they are deeply passionate about, while joining the broader Smith Brothers Media leadership ecosystem.

The majority of BSO Digital’s existing team will integrate into Smith Brothers Media, strengthening its creative, marketing, technology and AI development capability.

A Strategic Move in a Changing Market

The Australian marketing, technology and creative sector remains highly fragmented, with increasing commercial pressure on smaller operators amid rising costs and intensifying performance expectations.

Smith Brothers Media believes a consolidated model that combines deep creative, marketing and technology capability with structured operating models for both small business and enterprise clients represents a stronger and more sustainable path forward.

Rather than closing a capability gap, the acquisition accelerates the company’s mission: to help more ambitious businesses grow and perform at a higher level.

Smith Brothers Media already operates with dedicated teams servicing small businesses and enterprise brands. The addition of BSO Digital expands that reach while enhancing internal capability and scale.

What This Means for Clients

For BSO Digital clients, service continuity remains a priority. Existing relationships, account structures and delivery teams will remain in place, now supported by a deeper bench of creative, marketing, technology and AI expertise.

For existing Smith Brothers Media clients, the acquisition increases shared knowledge across the group and introduces additional technical depth and experience.

The integration is designed to enhance performance, increase delivery speed and create stronger commercial outcomes across the entire client base.

Looking Ahead

Smith Brothers Media has indicated that this acquisition forms part of a broader long-term growth strategy, with further acquisitions actively being explored.

As the industry continues to evolve, the company remains focused on building a commercially strong, performance-driven organisation capable of delivering at scale for both emerging businesses and enterprise brands.

Quote

James Smith, Founder of Smith Brothers Media, said:

“We’re excited to welcome a talented new team into the Smith Brothers Media family, and even more excited to support over 300 additional clients as they work towards their goals.

This acquisition strengthens our ability to deliver marketing, creative and technology solutions in smarter, more effective ways, and it’s another step forward in our mission to help great businesses grow and perform at a higher level.”

Jason and Janelle Hulme, Founders of BSO Digital, added:

“After 20 years building BSO Digital, joining Smith Brothers Media allows us to focus on what we love most: developing products and creating meaningful impact for clients, while becoming part of a larger, forward-thinking team.”

About us:

Smith Brothers Media was founded in 2012 by brothers James and Tom Smith, who knew they could do marketing The Smarter Way®. Since then, they grown to a full-service marketing, creative and technology agency, helping great businesses grow and improve.

Contact details:

James Smith
CEO, Smith Brothers Media
1300 721 137
[email protected]