Social media marketing agency The Social CliQ has integrated its sister content arm, The Content CliQ. And to look after the unified group, The Social CliQ has appointed Isabella Biffi to the newly created role of general manager.
The merger of The Content CliQ under its primary brand unites social media strategy, creation and influencer marketing expertise with an extensive creator network for a holistic social media offering for brands.
The Content CliQ was launched in 2021 as a strategic response to the global pandemic and the rise in popularity of TikTok, as a model to pay micro-influencers to create content for brands at-home when traditional shoots were impossible. Its clients include Lululemon, Moose Toys, Dusk, Chupa Chups, Sharpie, Elmer’s and Hasbro Toys.
“Uniting the two agencies under the Social CliQ 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. 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,” said Talia Datt, founder and managing director of both agencies.
Biffi’s appointment as general manager comes nearly six years after she joined the business as an intern. During her tenure as head of The Content CliQ she has worked across hundreds of brands and was instrumental in scaling the division into a network of over 3,000 creators and driving a 154 per cent increase in growth for the agency over the past year.
Speaking on her appointment, Datt said, “Isabella’s rise from intern to GM is one of my proudest moments 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.”
“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. 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,” added Biffi.
The Social CliQ is a full-service social media agency which in 2025 was acquired by the Merchantwise Group. Its clients include Crocs, Coleman, Henne, Hada Labo, Violet Crumble, Sistema and Dymo, and they recently launched a social-first campaign for iconic Australian brand Esky after being appointed to manage its Instagram, TikTok, user-generated content, influencer, and paid boosting programs.
Biffi’s appointment as general manager is effective immediately ahead of the formal integration of the Content CliQ from the start of the financial year.
