LPL Financial LLC has hired Bernstein-Rein, a public relations firm based in Kansas City, Mo., as its marketing and communications agency.

The move is part of the campaign by LPL Financial, based in Boston, Mass., to expand its brand recognition. LPL Financial, the nation’s largest independent broker-dealer, is a subsidiary of LPL Financial Holdings Inc.

The company expects an enhanced brand presence to reinforce the ability of advisors to retain and acquire clients, the LPL announcement says. Bernstein-Rein is a full-service marketing and communications agency.