Merchantwise Group acquires social media agencies The Social CliQ and The Content CliQ

Brand management and media agency Merchantwise Group has acquired fellow Melbourne-based social media and influencer marketing agencies The Social CliQ and The Content CliQ in a move that the company says will place it at the “forefront of social media, user-generated content and influencer marketing”.

The fast-growing agencies were founded by young entrepreneur Talia Datt, who Merchantwise says at the age of 22 introduced a “fresh, strategic approach to social media marketing”.

After initially established The Social CliQ in 2018 to help small businesses and startups expand their reach to a wider audience via social media, Datt has worked with more than 300 brands, from start-ups to Fortune 500 companies.

The business focuses on rapid organic content development for platforms including TikTok and Meta, while The Content CliQ, which was established in 2021, connects brands to more than 3,000 creators and influencers worldwide.

Financial details of the acquisition have not been disclosed, but Datt will remain as managing director of both businesses while progressively taking on a broader marketing leadership role across the Merchantwise Group.

“We are delighted to welcome The Social CliQ and The Content CliQ into the Merchantwise Group family,” says Alan Schauder, the CEO of Merchantwise Group.

“Talia Datt is a visionary marketer who is making waves in the industry. Her dynamic team is at the forefront of strategic social media and influencer marketing in Australia, and their talents will enhance our group’s ability to drive brand growth and deliver superior returns for our clients.  

“Looking ahead, Merchantwise Group will continue to innovate and expand its presence in Australia and globally through a combination of organic growth and strategic acquisitions."

Merchantwise supports 70 staff in Australia where it has offices in Melbourne, Sydney, Adelaide and Brisbane, while also growing its presence in Europe with offices in London and The Hague and China where it is located in Shanghai.

The group’s Brand Management division, which comprises Merchantwise and Asembl, is the largest independent licensing agency in Australia and New Zealand, representing some of the world’s biggest gaming, entertainment, fast-moving consumer goods and lifestyle brands, including Minecraft, Sonic the Hedgehog, Xbox, Call of Duty, Peppa Pig, The Beatles, Violet Crumble, Golden Gaytime, Chupa Chups, Bundaberg Rum and Rip Curl.

Datt, a finalist in the 2023 Melbourne Young Entrepreneur Awards and named in the 2022 Forbes “30 Under 30" list, established The Social CliQ in her Melbourne home office after an unfulfilling stint at a corporate career. Within six months, she had hired her first two employees.

The full-service social media and e-commerce marketing agency grew through some old-fashioned footwork that saw Datt knocking on doors and working with businesses to expand their online reach and revenue.

Amid the pandemic, she launched The Content CliQ, connecting global brands with creators on TikTok and through her investments in local e-commerce brands, such as Tapt, Matcha Maiden and Alivio Wellness, showcased her entrepreneurial acumen.

"Since founding The Social CliQ and The Content CliQ, my mission has been to help brands build meaningful connections with their audiences through high-impact social media and influencer marketing,” says Tatt.

“Joining forces with Merchantwise Group is an incredible milestone, and our team couldn’t be more excited about the opportunities ahead.  

“Merchantwise Group represents some of the world’s most iconic and beloved brands, and we’re thrilled to bring our expertise in social, content, and creator marketing to help these brands reach and engage their audiences in new and innovative ways.  

“This partnership is a perfect fit, and we can’t wait to make big things happen together.”

Merchantwise Group says the acquisition of The Social CliQ and The Content CliQ will redefine the future of brand marketing by combining cutting-edge digital strategies with world-class brand management.

“The journey is just beginning,” says the company.