Former Superunion and Siegel+Gale leader Mark Mullooly has been appointed UK managing director of Tracks & Fields, as the international music strategy and licensing business establishes a permanent presence in London.
Mullooly will lead the Berlin-founded company’s UK operation, building relationships with brands and agencies and growing its presence in one of the world’s most influential advertising and creative markets.
His appointment comes as the role of music within brand marketing continues to change. Once largely treated as a production or licensing decision, music is increasingly becoming part of much earlier conversations around brand identity, cultural relevance and global campaign strategy.
For Mullooly, that shift creates an opportunity to bring together the creative ambitions of agencies and brands with the increasingly complicated realities of licensing, rights and international delivery.
“The market is changing quickly,” he said. “As campaigns stretch across more markets, platforms and rights environments, music decisions increasingly involve legal, commercial, cultural and operational complexity simultaneously.
“Brands and agencies need partners who understand not just the creative side, but how ambitious ideas survive production realities and scale globally.”
Mullooly joins Tracks & Fields following senior roles with global brand consultancies Superunion and Siegel+Gale, bringing experience of working at the intersection of brands, agencies and creative strategy.
His new role will see him head the company’s London office while positioning Tracks & Fields closer to UK agencies and brand teams at the point where campaign and music decisions are being made.
Founder Christian Mix-Linzer said Mullooly’s understanding of both the creative and operational sides of brand building made him a natural choice to lead the UK business.
“The UK remains one of the world’s most influential advertising and production markets,” he said. “Many of the industry’s most important music and cultural decisions are shaped here.
“Brands and agencies are increasingly looking for partners that combine cultural understanding with operational accountability. Mark understands both sides of that exceptionally well.”
Tracks & Fields works with brands and agencies across music strategy, licensing, artist partnerships, business affairs and production.
The business argues that the growth of global, multi-platform campaigns has made music significantly harder to manage. Rights can vary between territories and channels, while artist agreements, production requirements and emerging issues around AI-generated content add further complexity.
Mullooly’s appointment is therefore about more than establishing a UK sales presence. Tracks & Fields wants its London operation to become involved earlier in the creative process, allowing potential rights, cost or production issues to be addressed before they limit an idea.
The company has operated since 2008 and says it has managed more than €100 million worth of music licensing and artist partnership projects during that time.
Its clients have included Mercedes-Benz, Aldi and Zalando, with the London team joining existing operations in Berlin, Warsaw and Tokyo.
For Mullooly, the move puts him at the centre of a part of the creative industry that is becoming increasingly important to the way global brands communicate.
As music moves further upstream in the development of campaigns and brand identities, his task will be to build Tracks & Fields’ UK business around the point where creative ambition meets the practical realities of getting the work made.
