• by Fern Siegel , August 23, 2023

Detroit agency LUDWIG+ has been selected to lead the rebrand and repositioning of the newly merged radiotherapy companies: CIVCO Radiotherapy (RT) and QFix. CIVCO RT, a Blue Wolf Capital portfolio company, acquired Qfix to merge capabilities in the competitive medical positioning innovation market.

The agency was awarded the account after a competitive review.

The rebrand includes a new brand name, brand identity and campaign, including a refreshed site. A full campaign will debut this fall at advertising and trade shows, as well as across social media, catalogs, brand videos, digital and print.

The new brand will be revealed at ASTRO in October 2023.

“It’s especially exciting to be able to shine a light on the importance positioning innovation products play in the treatment, precision and outcomes of cancer patients," said LUDWIG+ CEO Barbara Yolles Ludwig.

The announcement follows a series of new business wins for LUDWIG+, including its recent selection as Agency of Record for Walker Healthforce. The agency, which is woman-owned, operated and managed, includes TMS, Fiat and Rayus in its client roster.