JUICE Pharma Worldwide veteran Robert Palmer has joined Austin-based agency HCB Health as its chief innovation officer. He spent seven years at JUICE and was most recently EVP, managing director.

“I’m an entrepreneur at heart. What I do is build, and JUICE is pretty well-built,” he said of his decision.

Palmer officially joined the agency in the beginning of May. He said working alongside HCB CEO Kerry Hilton at the annual South by Southwest conference and festival sparked the idea to join the agency.

See also: JUICE Pharma Worldwide

“It was a good experience and I liked what I saw,” Palmer said. “After seven really good years with JUICE, I wanted to join another rising-star agency and do it again.”

In his role as chief innovation officer, Palmer will help build out HCB’s digital and video capabilities. He will primarily work out of the firm’s newly established office in New Jersey.

Palmer is on the advisory board of the Digital Health Coalition, chairman of the Medical Advertising Hall of Fame, and a member of the Programmatic Health Coalition. Before his JUICE tenure, Palmer was managing partner at Sudler & Hennessey, overseeing its digital practice. Earlier in his career, he was managing director of Tribal DDB New York, where he led the online DTC launch of AbbVie’s blockbuster autoimmune drug Humira.