Phuc Truong, U.S. managing director for Havas mobile marketing agency Mobext, is leaving the firm to join alcohol delivery startup Drizly.
Truong launched Mobext’s U.S. presence in 2008, a year after the agency was founded as one of the first mobile specialty practices on a global scale. Its clients now include Adidas, Coca-Cola, Volkswagen, Domino’s Pizza, Evian, and Volvo.
At Boston-based Drizly -- which makes a smartphone app of the same name for delivery of liquor, wine and beer -- Truong will serve as senior vice president of strategic ad solutions. In that role, he will be charged with expanding the company’s revenue model to include advertising and tech licensing.
Similar to Uber, Drizly aims to shake up a highly regulated industry with a streamlined service for ordering locally via Android and iPhone apps or the Web. The company promises delivery in 20 to 40 minutes through its network of retail partners in cities including Boston, New York, Chicago, Denver, Los Angeles and Washington, D.C.
Truong joined Havas Interactive media agency Media Contacts, which last year folded into Havas Media Group, in January 2007 as vice president of business development. Before that, he co-founded mobile payments firm MobileLime, since renamed Modiv Media, and acquired by CPG-focused digital marketer Catalina in 2012.
“One of the reasons I found this interesting, not just in the challenge but the opportunity, is that the alcohol industry has been lagging in innovation, and [Drizly] has come up with the right formula to make delivery work,” said Truong, who had worked with the company as a Mobext client. In his new role, he expects to work with brands, premium publishers and ad tech providers to build out the company’s business.
He pointed out, for example, that an alcohol brand using Drizly’s platform in relation to online advertising could potentially add an e-commerce feature that routes a purchase order to a local retailer. That approach would allow advertisers to avoid running afoul of the industry’s three-tier system of distribution, which prohibits brands from selling directly to consumers.
Truong did not specify how many users the two-year-old Drizly has amassed, but said the app has been downloaded more than 100,000 times to date. To ensure its users are of legal drinking age, the company has developed proprietary ID verification technology that allows a delivery driver to confirm the validity of a purchaser’s ID on delivery by scanning the app.
Truong’s last day at Mobext will be Friday, Sept. 12. A successor has not yet been named to take over his post at the agency.