The Social CliQ has integrated its sister agency, The Content CliQ, appointing Isabella Biffi as general manager of the unified business.
The move marks the next phase of growth for the Melbourne-based agency, bringing social strategy, content creation and influencer marketing under a single structure.
The integration combines The Social CliQ’s strategy capabilities with The Content CliQ’s creator network, delivering a more streamlined, end-to-end social media offering for brands.
Founded in 2021 in response to pandemic-era production challenges and the rise of TikTok, The Content CliQ built a model centred on micro-influencers creating at-home content. Its client roster includes Lululemon, Moose Toys, Dusk, Chupa Chups, Sharpie, Elmer’s and Hasbro.
Managing Director comments
Talia Datt, founder and managing director, said:
“Uniting the two agencies under the Social CliqQ banner is a natural progression. They go hand in hand, and there’s rarely a client who comes to the agency for social strategy where we do not involve the content arm,” Datt said.
“By integrating these offerings, we are providing a frictionless experience for partners to ensure strategy and execution are perfectly aligned, while offering a standalone social content service if required.”
From intern to general manager
Biffi steps into the newly created role nearly six years after joining the business as an intern. As head of The Content CliQ, she scaled the division to a network of more than 3,000 creators and drove 154% growth over the past year.
Datt said that Isabella’s promotion from intern to GM is one of the ‘proudest moments’ she has witnessed as a founder.
“Her deep-rooted experience in the nuances of social media and her ability to forecast the shift toward user-generated content long before it became an industry standard is unparalleled. She has been the engine behind our recent triple-digit growth and is the ideal leader for our integrated group,” Datt said.
Biffi added:
“When I walked through the doors as an intern, social media was a completely different beast. I have had the privilege of growing alongside Talia and this team, navigating every algorithm shift and every platform quirk. Stepping into this role is about more than just a title for me; it is about leading a group that truly understands how to build community,” Biffi said.
“I am incredibly energised to help lead The Social CliQ into its next era, while continuing to push the boundaries of what social and content can achieve.”
Positioned for growth
The integration follows the agency’s acquisition by Merchantwise Group in 2025 and comes amid continued growth across clients, including Crocs, Coleman, Henne, Hada Labo, Violet Crumble, Sistema and Dymo.
The agency recently launched a social-first campaign for Esky, spanning Instagram, TikTok, influencer marketing, user-generated content and paid amplification.
Biffi’s appointment is effective immediately, ahead of the formal integration of The Content CliQ from the start of the new financial year.
Top Image: Isabella Biffi