Blue Dot Appoints Courtney

Courtney & Watson Advertising in Miami has been named agency of record for Blue Dot Services of Deerfield Beach, Fla.
C&W principals Steve Watson and Cliff Courtney confirmed their shop had been awarded the “multi-million” dollar business of the rapidly growing provider of air-conditioning, heating and ventilation services after a review.
Founded in July 1997, Blue Dot is owned by by NorthWestern Growth Corp., an investment and acquisition company based in Huron, S.D. Since then, Blue Dot has pursued a growth strategy of acquiring mom and pop heating ventilation and air-conditioning (HVAC) companies in major U.S. metro markets.
In February, South Florida’s Sun-Sentinel reported that Blue Dot had purchased more than 30 of these smaller companies with a 50-50 mix of cash and its stock, which is not publically traded. Operating in 19 states, Blue Dot reportedly has more than $200 million in annual revenues.
C&W had previously handled duties for category competitor Service America when it was headed by Blue Dot’s current president and chief executive, Patrick Johnson. Blue Dot was using East Coast agencies for various projects.
The latest Blue Dot fact sheet states the company “is developing a national strategy for expansion” and plans to make a public stock offering later this year.
Courtney said his agency would be responsible for a national branding campaign for Blue Dot, including all creative and media buying duties. TV, radio and print ads are planned, along with Internet and assorted collateral work.
Other agencies in the review were not disclosed.
When Blue Dot vice president of marketing Marc Cannon was initially contacted by Adweek in late March, he confirmed the C&W win, but declined to give specifics.