NEW YORK—Global branding firm Lippincott, owned by consulting giant Marsh & McLennan, has acquired Bonfire Communications, an employee engagement and internal communications firm.

The acquisition of Bonfire is the first in Lippincott’s 70-year history and is designed to enhance the firm’s ability to address all aspects of brand building from strategy to expression through employee behavior and customer experience. Lippincott CEO Rick Wise says it will serve a growing need among CMOs and business leaders who seek new ways to inspire their employees, attract the best talent and deliver unparalleled customer experiences.

“Building brands today requires a new approach, one that aligns the internal purpose that employees believe with the external promise that is made to customers,” says Wise, citing Bonfire’s “deep understanding of organizational and behavioral theory.”

Founded in San Francisco in 2000 by Gordon Rudow, Bonfire Communications has worked with companies such as Genentech, GE,, and Banana Republic. All Bonfire employees will now be part of the Lippincott team and Rudow will serve as senior partner, director of organizational engagement, reporting to Wise.