Harte-Hanks, the direct marketing giant, is looking to break off a piece of the burgeoning health and wellness market with the launch of True Health + Wellness.

The shop, launching with a staff of 20-40 and business from existing clients, will be co-located with the company’s consumer CRM shop, The Agency Inside Harte-Hanks, in Yardley, PA. It will be headed by managing director Anne Stroup and creative director Anthony Rotolo. Stroup was previously head of the pharma division at The Agency Inside Harte Hanks, while Rotolo was an EVP, creative director at Draftfcb Healthcare.

The launch is an effort to expand beyond the company’s heritage in digital and CRM, Stroup told MM&M.

“We’ve always been in health and wellness, we’ve been in pharmaceutical,” Stroup said. “But we see pharma moving into this customer-centric model, and we’ve identified a gap in the available agency services to take the brand and make it relevant on the individual level.”  

By housing True Health + Wellness with The Agency Inside Harte-Hanks, Stroup said the healthcare shop will be able to leverage learnings from its larger consumer CRM sibling and adapt them to the pharma regulatory environment.

With a staff of around 200, The Agency Inside Harte-Hanks handles clients from the automotive, financial services and consumer packaged goods sectors.