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MESC, the Media & Entertainment Skills Council, has named KlugKlug its official influencer intelligence platform

Ad Tribe! Bureau2 min read
A blank award rosette and rising bar-chart columns, as halftone cutouts, for MESC naming KlugKlug its influencer intelligence platform

MESC, the Media & Entertainment Skills Council, has named KlugKlug its official influencer intelligence platform, under a memorandum of understanding signed at its board meeting.

  • Body: the Media & Entertainment Skills Council, an industry-led sector skill council under the Ministry of Skill Development and Entrepreneurship
  • Platform: KlugKlug, operated by Klug Tech Private Ltd, an influencer marketing analytics platform
  • Instrument: a memorandum of understanding, designating KlugKlug the official influencer intelligence platform
  • Purpose: to expand partnerships and advance the council's creator economy work in India and internationally, using data-driven intelligence
  • Present at signing: chairperson Shankar Mahadevan, chief executive Mohit Soni, and governing council members Salim Arif and Amit Behl
  • No training or certification component has been announced

What MESC Is Signing Up For

Measurement, ahead of curriculum. A sector skill council exists to define what competence looks like in an industry and then certify it, and creator work is one of the few areas where nobody has agreed what good looks like. Bringing in an analytics platform before announcing any training suggests the council wants the data picture first.

Why It Matters To The Industry

Because influencer measurement in India has been a private argument between agencies, brands and platforms, each working from different numbers. A government-linked council adopting one provider as its official intelligence platform puts a public institution behind a particular view of the data, which carries weight beyond the commercial market.

It also raises the obvious question. An official designation of one analytics platform sits awkwardly with a sector body's usual role of setting standards that any provider can meet, and nothing published so far explains how the arrangement was arrived at or what it covers commercially.

What Is Not Yet Known

The term, the scope, whether money changes hands in either direction, and whether any certification or training programme follows. The announcement carries no quotes from either side.

More on the council at mescindia.org. More news.

#creator economy#influencer marketing#mesc#klugklug
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