Published on: July 14, 2026
Sharpie has named social media marketing agency The Social CliQ to launch and manage its first dedicated Instagram channel for Australia and New Zealand, marking a significant step in the brand’s efforts to strengthen its local presence and engage a new generation of creators.
The appointment further expands The Social CliQ’s three-year relationship with Sharpie’s parent company, Newell Brands. Under the mandate, the Melbourne-based agency will oversee the brand’s Instagram strategy, always-on content creation, influencer marketing, user-generated content (UGC), and community management across the region.
The regional Instagram launch aligns with Sharpie’s strategy to increase its cultural relevance in Australia and New Zealand by creating content tailored to local audiences. The platform will enable the brand to capitalize on regional retail opportunities, seasonal moments such as back-to-school campaigns, and emerging cultural trends that are unique to the market.
Through the new channel, Sharpie aims to strengthen its connection with Gen Z and millennial consumers by showcasing the brand as a symbol of creativity, self-expression, and everyday inspiration.
The launch also precedes Sharpie’s upcoming national ‘Make It Sharpie’ campaign, which celebrates bold creativity and encourages individuals to express themselves through art, ideas, and personal storytelling.
Commenting on the partnership, Talia Datt, Founder and Managing Director of The Social CliQ, said the launch represented an opportunity to bring Sharpie’s global creative legacy to life through a distinctly ANZ lens.
“Sharpie is one of the world’s most recognisable creative brands, but the opportunity in Australia and New Zealand is to make that legacy feel even more relevant, local and culturally connected,” Datt said. “Launching a dedicated Instagram presence allows us to create a platform that reflects the creativity, trends and communities shaping the region.”
Katie Parker, Marketing Manager at Newell Brands, added: “The launch of our Sharpie’s ANZ Instagram page marks an exciting milestone for the brand, providing a dedicated platform for us to engage with our community, showcase inspiring creative projects, and celebrate the people who use Sharpie to make their mark every day. As Australia’s number one permanent marker brand, we’re excited to be working with The Social CliQ to bring local audiences inspiring content that celebrates the creators, stories and trends shaping our region. We look forward to building a vibrant community where people can discover inspiration, share their creativity, and make their mark with Sharpie.”
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